Innovative B2B Marketing - New Models, Processes and Theory (Relié)

Navigate the B2B marketing sphere with this updated guide on how to better understand new customer habits and the digital era and how to shift away from outdated traditional practices. Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in B2B marketing, who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations.
Now fully updated, this second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources that consist of case studies, web links to insightful videos and articles and presentation slides with practical models and templates.