Business Marketing Face to Face: The Theory and Practice of B2B Paperback – 29 Sep 2011
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"Beware! Your view of B2B marketing will be quite different after reading this book. Chris & Scot provoke your thinking and stimulate questions in this important area of marketing." Peter Williams CEng, Chartered Marketer, Senior Lecturer, Leeds Business School "Beware! Your view of B2B marketing will be quite different after reading this book. Chris & Scot provoke your thinking and stimulate questions in this important area of marketing." -- Peter Williams CEng, Chartered Marketer, Senior Lecturer, Leeds Business School
Top customer reviews
Marketing has a difficult time getting accepted on equal terms with the other Key Business Processes(Operations, Commercial et al)but this text allows the non-marketing manager/director/owner to have a clear grasp of the principles, and hence value, that effective marketing strategies can bring to any sized business. It should be required reading for everyone serving or wishing to serve on a Board of Directors(IoD please note).
Packed from front to back is a wealth of information in respect to all of the major marketing activities every organization engages in. The book is lead by Chris, who provides the 'lectures' and Scott on the business anecdotes(Called Slice of Life, starting each Chapter). A summary and discussion at the end of each chapter provide readers with the opportunity to "test" their Marketing Knowledge.
I highly recommend this book for everyone and as I mentioned earlier it should be required reading/study for anyone desiring to serve as a member of a Board of Directors or an SME. Buy this book as a working resource for improving marketing knowledge and hence improve the success of your business. There really are marked differences between those companies that imbibe and implement the two main principles (1. Generate Demand; 2. Build fruitful relationships) and this book highlights those in a simple and effective way.
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