Innovative B2B marketing: new models, processes and theory

Abstract

Introduction to business marketing -- Developing your marketing strategy -- The new marketing mix -- B2B marketing strategy and planning -- Improve B2Bb2b customer-centric marketing -- Business customers and buying behaviours -- Acquisition marketing -- Retention and loyalty marketing -- C-suite marketing -- From product to solutions marketing -- B2B influencer marketing -- Transform through content and digital marketing -- Digital and content marketing -- Digital marketing strategy and planning -- B2B digital marketing channels -- Content marketing -- B2B social media marketing -- B2B brand building -- Collaborating with channel partners -- The modern B2B channel landscape -- Marketing to channel partners and enabling them -- Marketing through channel partners -- Channel marketing strategy and control -- Optimizing marketing execution -- Sales and marketing alignment -- Account-based marketing -- Lead generation -- Modern B2B events marketing -- Modern marketing operations -- Index