Résumé
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.
Foreword.
Introduction: Turning Experience into a Paradigm.
Acknowledgements.
1. The B2B-B2C Difference Defining the Paradigm
Territory.
Defining the Paradigm Boundaries. Two Territorial
Dimensions: The Nature of the Product and the Purchasing
Process. Dimension One: Technology- vs. Fashion-Driven
Products — Satisfying Objective Needs vs. Subjective
Desires. The Second Paradigm Dimension: Differences in
Behavior Between B2B and Consumer Purchasing. A Pedagogic
Challenge for B2B Marketing. Summary: From Description to
Prescription.
2. Adapting to the B2B Paradigm: The
“Case-based” Marketing Method.
Meta-value as Lock and Key. The Role of Rationality
— Perfect Rationality or “Rational
Discourse” . The Professional Analogies —
Lawyer vs. Entertainer. Summary: A Cultural Divide.
3. Case-Based Strategies for New Products.
Case One: Developing and Marketing the Submersible Mixer.
Case Two: Ericsson Moves into Machine-to-Machine (M2M)
Communications. Target Business Areas. Case Three:
Marketing an Innovation in Mobile Access Platforms. From
Strategy to Brand.
4. Branding for B2B.
A Marriage-Branding Analogy. The Elements of “Brand
Trust” . B2C-B2B Differences. B2B-B2C —
Different Brand Elements. The Process of B2B Brand
Commitment — A Customer's Perspective. Branding Case
One: ITT Industries. Branding Case Two: Alfa Laval. B2B
Branding — More Difficult, But Worth It.
5. Managing the Communications Channels.
B2B-B2C Differences in Marketing Communication. Customers'
Sources of Information — Marcoms Channels. The
Changing Roles of Marcoms Channels. The Media Spectrum.
Splicing Channels: The Sales Force and the Trade Press. Ads
or Editorial? Summarizing: Why Prioritize the Editorial
Channel?
6. Maximizing the Editorial Channel.
Principles for Placement. The Ideal Case Story. The
Editorial Production Process. Summary: Creating and
Sweating Editorial Assets.
7. Case-Based Communications.
Influencing Market Opinion Via Case-Based Promotion.
Informing and Educating. Case-Based Marcoms as Advocacy:
Countering Suspicions and Objections. Summary: Cases as
Strategic Sales Tools.
8. E-businessfor B2B.
E-Commerce: A Triumph of Hype Over Reality.com? Case
Illustrations: “Old Economy” Innovators. Case
One: Sandvik Steel. Case Two: Internet Ordering For Cutting
Tools. Case Three: Hoganas — B2B Consultancy Via an
Extranet. Case Four: ITT Industries. Summary: Another Tool
for Competent B2B Businesses.
Index.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | Steve Minett |
| Parution | 21/12/2001 |
| Nb. de pages | 226 |
| Format | 16 x 24 |
| Couverture | Relié |
| Poids | 614g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780273654254 |
| ISBN13 | 978-0-273-65425-4 |
Avantages Eyrolles.com
Consultez aussi
- Les meilleures ventes en Graphisme & Photo
- Les meilleures ventes en Informatique
- Les meilleures ventes en Construction
- Les meilleures ventes en Entreprise & Droit
- Les meilleures ventes en Sciences
- Les meilleures ventes en Littérature
- Les meilleures ventes en Arts & Loisirs
- Les meilleures ventes en Vie pratique
- Les meilleures ventes en Voyage et Tourisme
- Les meilleures ventes en BD et Jeunesse
- Informatique Informatique d'entreprise Conception et développement web Intranet et portails
- Informatique Informatique d'entreprise Conception et développement web Commerce électronique
- Informatique Informatique d'entreprise Conception et développement web E-marketing
- Entreprise & Droit Marketing et vente E-marketing
- Entreprise & Droit Marketing et vente Marketing stratégique - Marketing direct
