B2B Marketing: A Radically Different Approach for Business-To-Business Marketers - Hardcover

Minett, Steve

Hardcover

ISBN 10: 027365425X ISBN 13: 9780273654254

Publisher: Financial Times Management, 2002

Synopsis

What do you think will impress a potential business customer most?  A slick marketing pitch or a concrete example of  how your products or services have helped genuine businesses make real money?     Here is a  radically different approach for business-to-business marketers, based on proof not promises.Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently and it's time we marketed to them differently.  B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive. Here, for the first time, is a definitive guide to B2B marketing to help you adopt a more targeted approach to getting better results with business customers.  B2B marketing requires a new set of strategies and tools, and business is looking for a new breed of B2B marketer. This book will give you the essential know-how to becoming a successful B2B marketer.  Combining insight and practical advice, the book explores:
- the basics of B2B marketing
- fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior
- how these differences affect branding and communications in B2B marketing
- strategy models and actual practice, based on interviews with prominent, world- wide B2B practitioners.The book contains 9 'maxi-cases', specifically written for the book, about how some B2B companies have actually been practising Case-Based marketing, in areas such as strategy, branding and e-Business. These cases described the practise of major global companies, including ITT Industries, Ericsson, Sandvik Steel and Alfa Laval, but also smaller companies in Sweden, America and the UK.   "There are few good books for B2B marketers, despite the fact that they form the majority of the profession. Steve Minett's excellent and highly originally book is a welcome exception: every B2B marketer should read this book," Charles Nixon, Chairman of Cambridge Marketing College.

About this title

From the Back Cover

A radically different approach for business-to-business marketers.

Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently and it's time we marketed to them differently.

B2B marketing requires a new set of strategies and tools, and business is looking for a new breed of B2B marketer. This book will give you the essential know-how to becoming a successful B2B marketer.

There is growing realization that marketing consumer goods to individual buyers is very different from marketing business-to-business products to business customers.

B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive.

At the moment marketing literature and courses are overwhelmingly B2C focused. It's time for a change - here is the definitive guide to B2B marketing to help you adopt a more targeted approach to getting better results with business customers.

Combining insight and practical advice, the book explores:

• the basics of B2B marketing
• fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior
• how these differences affect branding and communications in B2B marketing
• strategy models and actual practice, based on interviews with prominent, world-wide B2B practitioners.

About the Author

Steve Minett has spent most of his working life in B2B marketing for large European & North American multi-national companies.He has a BA from the University of Sussex, and an MA and PhD from Stockholm University. He is also a Chartered Marketeer who undertook postgraduate work at Oxford and Minnesota Universities, and lectured at Stockholm University.

In 1991, Steve established his own agency, Minett Media, which works with a wide range of clients from multi-nationals to companies with less than 10 employees. He has written over 200 articles in more than 60 different international journals.

Edition details

• Publisher: Financial Times Management
• Publication date: 2002
• ISBN 10: 027365425X
• ISBN 13: 9780273654254
• Binding: Hardcover
• Language: English
• Number of pages: 256