August 2022
Intermediate to advanced
376 pages
8h 22m
English
Content preview from Innovative B2B Marketing, 2nd Edition
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About this book
Part One: Developing your marketing strategy
The newly evolved business landscape has impacted the traditional marketing mix over the past decades, driving a shift away from product-centric approaches to customer-centric and more recently towards a more dynamic marketing mix including social and offline communities.
Associated with the changing business, the marketing strategy and planning activities have needed to be adapted; this section looks at how to deal with this new landscape and provides a framework for a new marketing mix as well as guidance on how to create and plan strategies.
Part Two: Improve B2B customer-centric marketing
Customer-centric marketing is about putting the customer at the forefront of any marketing ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.