The Business to Business Communications Handbook

Messer, Fred R.

ISBN 10: 0844234737 / ISBN 13: 9780844234731

Published by Ntc Business Books, 1992

About this Item

Very Good. Dust Jacket may NOT BE INCLUDED.CDs may be missing. SHIPS FROM MULTIPLE LOCATIONS.

Seller Inventory # ERICA82908442347374

Bibliographic Details

• Title: The Business to Business Communications Handbook
• Publisher: Ntc Business Books
• Publication Date: 1992
• Language: English
• ISBN 10: 0844234737
• ISBN 13: 9780844234731
• Binding: Hardcover
• Condition: Very Good
• Dust Jacket Condition: Dust Jacket Included
• Book Type: book

About this title

Synopsis

Business-to-Business Communications Handbook is a comprehensive guide to planning, developing, and implementing an effective business-to-business marketing communications program.
New technologies, an increasingly competitive business environment, and the need to manage ever larger customer, market and product information resources have transformed the ways business and industrial marketers identify and communicate with buyers and prospects. Developed by the Association of National Advertisers, Inc. (A.N.A.), this book combines and applies the expertise of a panel of top-ranked corporate and advertising agency practitioners to help business communicators develop more effective, better targeted marketing campaigns.
Business-to-business specialist Fred Messner begins by analyzing the critical differences between consumer and business purchasers, focusing on factors that motivate business and industrial customers to buy. Next, he explains how to organize marketing resources - company, agency, and outside suppliers and consultants - to work together in planning and budgeting for the communications program. From space advertising and direct marketing, through publicity, public relations and trade shows, to broadcast and electronic media, this book shows business marketers how to evaluate, select, and use the right combination of media to reach and influence more buyers and prospects. A special section on integrating marketing communications with the overall sales effort explains how to generate direct sales for salespeople and distributors from every business campaign. To reinforce back-end marketing, guidelines on setting up a database-driven lead management system show how to track sales and inquiries and turn every new business lead into a long-term account.
Complete, current, and authoritative Business-to-Business Communications Handbook will help you develop a marketing program that answers the needs of business and industrial customers and makes your own company grow.