B2B营销基础：推动品牌、声誉、关系和收入的影响

B2B Marketing Fundamentals : Drive Impact Across Brand, Reputation, Relationships and Revenue

基本信息

Format:Paperback / softback 248 pages

Publisher:Kogan Page Ltd

Imprint:Kogan Page Ltd

ISBN:9781398619647

Published:3 May 2025

Classifications:Sales & marketing management, Sales & marketing

Weight:380g

Dimensions:156 x 234 x 15 (mm)

页面参数仅供参考，具体以实物为准

书籍简介

这本实用指南是面向B2B营销人员的精彩营销基础书籍。本书采用成熟的营销理论和框架，并将其应用于具体的B2B市场，为希望加深对B2B营销运作方式理解的早期至中期职业营销人员提供一站式指南。现在是成为B2B营销人员的适宜时机，但驾驭其复杂性也充满挑战。

本指南旨在帮助下一代人分解复杂的B2B营销世界，培养他们实施强大B2B营销战略所需的知识和技能。本书包含有关如何利用人工智能和关联数据驱动行动洞察的内容，让您全方面了解B2B领域所需的一切知识。本指南以巴克莱银行、Mishcon de Raya 和营销协会等公司的真实案例为基础，不仅探讨了如何在品牌、声誉、关系和收入方面取得成果，还探讨了如何以整个企业都能理解的方式传达您的计划、举措、成果以及末尾的收入影响。

This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works. There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges.

This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B. With real-world examples from companies such as Barclays, Mishcon de Raya and The Marketing Society, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.

作者简介

凯特·麦基是特许营销协会的会员，真实增长研究所的校友，也是营销协会的成员，并被提名为2023年具影响力的营销人员之一。凭借20多年的经验，她参与评选精彩品牌、授予代理机构荣誉，并确保出色的营销在B2B领域具有代表性。她是初级营销人员的导师，也是剑桥大学贾奇商学院的客座讲师。她常驻英国索尔兹伯里，目前是安永的合伙人，负责全球营销工作。所有观点均为其个人观点。

Kate Mackie is a Fellow of the Chartered Institute of Marketing, alumnus of the Institute for Real Growth and member of the Marketing Society where she was nominated as one of 2023's Most Influential Marketers. With 20+ years' experience, she sits on panels selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is a mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School She is based in Salisbury, UK and is currently a Partner at EY, where she leads global marketing. All views are her own.