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B2B Marketing: A radically different approach for business-to-business marketers: Different Audience, Different Strategies, It's a Different World Hardcover – 26 Oct 2001


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Product details

  • Hardcover: 252 pages
  • Publisher: FT PrenticeHall; 1 edition (26 Oct. 2001)
  • Language: English
  • ISBN-10: 027365425X
  • ISBN-13: 978-0273654254
  • Product Dimensions: 16.3 x 2.1 x 24.2 cm
  • Average Customer Review: 2.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 907,553 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"I picked up your B2B Marketing book over the weekend and couldn't put it down. As a B2B specialist for our agency, I found it to be very enlightening and dead on. Your ability to demonstrate the philosophical differences in B2C and B2B marketing should serve as the foundation for all marketers in their efforts to provide value to their clients, organizations and companies. Thanks again for bringing this book into my life. God Speed."

Scott Davila, Carter Ryley Thomas

 "Rare indeed are the books devoted to the important, but all to often neglected, subject of business-to-business (b2b) marketing.  For the b2b marketer the search for useful advice often reveals little more than foot notes in the great annals of marketing, which remain overwhelmingly dedicated to the cause of business-to-consumer (b2c) marketing.  With this book Steve Minett hopes to begin to address this imbalance.  It is intended, and indeed succeeds, as a pracitical guide for practioners, that spells out why b2b is different, and how these differences affect your marketing activities.The b2b practioner will be hard pressed to find a more useful guide to the subtle, but tremendously important nuances of their trade."John Ling, CIM Direct

"The quote on the jacket of this book claims that Minett’s B2B Marketing is ‘a radically different approach for business-to-business marketers’, and to be honest that is exactly what this book offers."

Andrew Thompson, Automotive Review 

"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 & Trustee of the International Board of the CIM.  "Minett effectively combines the analytical clarity of the academic with the hands-on knowledge of an experienced marketing professional – essential reading." Steve Turner, Senior Lecturer, Stockholm University  "I've had experience of both B2C & B2B marketing, and can confirm that Minett's book is insightful, original and above all, of great practical value for the B2B practitioner," Steve Hinton, Market Support Manager, Ericsson "I’d have to say that for the B2B marketer, a Case-Based marketing strategy is simply the best available option: I would very much encourage my fellow professionals around the world to read Steve Minett’s book," Bjorn von Euler, Director of Corporate Communications, ITT Fluid Technology & Speciality Products Group "Steve Minett's approach to B2B marketing is fresh and thought-provoking. One business book in a thousand offers this kind of original and clear thinking; theory with feet still firmly on the ground. This book will be indispensable to anyone who wants to be competitive in B2B." Carl Eric Linn, author and lecturer, senior consultant Meta Management AB"Minett very effectively combines theory with practice. He's been active in the front-line of B2B marketing for many years, but also has a sharp and highly original grasp of the theory necessary to act in this area. The book makes excellent reading for anybody involved in industrial marketing," Göran Nyström, Vice-President Sales & Marketing, Sandvik Steel "Minett is clearly on to something.  Anyone trying to sell a product or service in the B2B world will benefit from his advice,", from the foreword by Tom Martin, Senior Vice-President & Director of Corporate Relations, ITT Industries Inc, New York

About the Author

 Steve Minett PhD 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.

Inside This Book (Learn More)
First Sentence
A basic premise of this book is that the effective requirements for the marketing of B2B products are fundamentally different from those for consumer products. Read the first page
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Most Helpful Customer Reviews

2 of 3 people found the following review helpful By A Customer on 22 Oct. 2004
Format: Hardcover
The case-based approach advocated by Dr Minett is new to me. B2B is widely under-represented in the litterature.
The approach is a synthesis of common-sense and current practices combined with Dr Minetts long practical experience woven into a theoretical framework.
One of the main values of the book is that it shows the B2B marketer the steps to maximising the effect of your investment in marketing.
Dr Minett even provides guidelines for aligning sales and marketing for further effect.
The internet-based methods advocated in the book, if adopted, would cut out a lot of the 'deadwood' from the current establishment in B2B marketing communications. Members of this feather-bedded establishment may feel their livelihood threatened by the radically cost-effective, global methods which the book proposes. Among the outstanding and very useful features of the book are the following;

An original, insightful and thoroughly worked out theoretical framework, which actually gives guidance as to what b2b marketers should DO!

There's very little marketing jargon, and where technical terms are used they're both thoroughly explained and useful for marketing practitioners.

The case studies show the approach in action. These are actual case studies which have been published multiple times in business, trade and technical journals all over the world. They illustrate the quality required in the material confirmed by the commercial judgements of several hundred professional editors in many different countries. Chapter 7 also contains a diagram with an explanation of the various purposes of case stories and the 10 case stories presented in this chapter are preceded or followed by a paragraph each (sometimes more) explaining their relevance to the text in which they are placed.
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5 of 10 people found the following review helpful By A Customer on 8 July 2004
Format: Hardcover
This book does a great disservice to business to buisness marketers. The attempt at a theoretical framework could not by any standards be judged to be thorough or viable. The use of words like cognitive dissonance are pretentious to say the least, and a great turn off to any hard nosed commercial person looking for a reason to cut the marketing budget. The second part of the book is a commonsense description of what doe shappen. The case studies are dull and badly presented - not clear what the point of each one is. I shall be writing to the FT about this book as I am shocked that they put their name behind it.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 1 review
13 of 13 people found the following review helpful
Intriguing concept; best suited for newcomers 7 May 2003
By DTK - Published on Amazon.com
Format: Hardcover Verified Purchase
Steve Minett's book offers a valuable perspective on marketing in the world of business-to-business.
The first few chapters of the book focus on the nuances of the B-to-B sale. Minett's evaluation of the motivations and considerations behind B-to-B purchases -- as compared with consumer purchases -- is intriguing. In short, Minett outlines why the kind of flashy ad campaigns that sell the latest nail polish will not help a business sell machine tools. The audiences' needs are different.
For me, the book went downhill once it got into the specifics of how to conduct a B-to-B marketing campaign. I've been in the business a while, so Minett's information on how to write and publish a case study (I believe he calls them "case stories") was a little too elementary for me. Nonetheless, it might be useful for someone brand new to the B-to-B side of marketing or public relations.
My other complaints about this book were:
- The case stories often didn't seem to support any particular point being made in the text. I wasn't sure why they were in the book other than to boast about the success of Minett's marketing company and its clients.
- Very poor editing. I found many typographical and grammatical errors throughout this book. As a writer, I find it difficult to take someone's expertise in communications seriously when he doesn't know the proper usage of "its" versus "it's." But I admit to being a grammar snob, and I strongly suspect most readers won't notice or won't care about these errors.
Overall, I think the book would be extremely useful for someone who has just moved from a consumer-based business into a B-to-B marketing environment. For those with more experience, the theory is interesting but the practical advice offers nothing new.
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