Praxishandbuch B2B Marketing

• Since its publication, this book has been on the FORBES bestseller list of the “Top 5 Books To Read” every year.
• Since the first edition, the book has been the standard work in the field of industrial goods marketing and is available at leading universities worldwide, such as for example Harvard, Kellogg, Stanford, Cambridge, dem MIT oder Princeton.
  
• The leading B2B marketers as authors show the state-of-the-art of industrial goods marketing
• The application-oriented companion for B2B marketers of all industries and marketing development stages

This book presents the state-of-the-art knowledge of B2B marketing in a practical and comprehensive way. More than 40 of the best business-to-business marketers deal with the current fundamentals as well as new and tried-and-tested strategies and concepts. For this second edition, the contributions have been optimized and new terms, concepts and case studies have been added, as well as underpinned with many figures and data for research, teaching and practice.

The B2B Marketing Practical Handbook explains the rapidly growing number of modern terms, instruments and process models for industrial goods marketing. Technical terms such as account-based marketing, buyer journey, content management, marketing automation, lead generation, marketing canvas, social selling, touchpoint sensitivity analysis, predictive intelligence and many more are put to the test for marketing in large and medium-sized B2B companies. The book is suitable for all B2B marketers who want to set up their marketing department in a modern, performance-oriented and development-capable way and thus noticeably increase the reputation of marketing in the company.

Excerpt from the content

• The more than 100 most important terms in B2B marketing
• The B2B marketing maturity model 2.0
• Marketing automation - the perfect process model for implementation
• Successful lead management - plan, introduce, implement
• Content management and content marketing - reaching customers with smart content despite the flood of information
• Social media and social selling in B2B
• User experience and touchpoint management - a toolkit for touchpoint performance management
• Lean brand management in the B2B sector
• New articles on topics ranging from agile marketing, community management and conversion rate optimization to employer branding and reengineering corporate communications
• Case studies from leading companies such as FYNEST International, Hapag-Lloyd, Mayr Antriebstechnik, the intralogistics service provider STILL, Talto - Talents of Tomorrow, and many more.

With contributions from Andy Bacon, Bridge Associates +++ Jonathan Barrett, Publitek Ltd +++ Dominik Brunner, PREDICTORES.AI +++ Alex Cairns, Movemarketing Ltd +++ Sönke Caro, STILL GmbH +++ Alexandra Ender, Hilti Deutschland AG +++ Dr. Beatrice Ermer, Digital Marketing Manager and Lecturer +++ Prof. Dr. Andreas Fuchs, Würzburg University of Applied Sciences +++ Klara Gölles +++ Jenny Gruner, Hapag-Lloyd AG +++ Fabienne Halb +++ Prof. Dr. Julia Heigl, Ostbayerische Technische Hochschule Amberg-Weiden +++ Ansgar Hein, Think B2B Marketingberatung & Interim +++ Mark Herten, Publitek GmbH +++ Nils Horstmann, eviom GmbH +++ Prof. Dr. Hannes Huttelmaier, Technische Hochschule Würzburg-Schweinfurt +++ Kirsten Juliet Ives, moodley brand identity GmbH +++ Dr. Tórheðin J. Jensen, Gøtu, Faroe Islands +++ Christian Kastner +++ Lutz Klaus, Marketing ROI Experts +++ Jens Kleine, E.ON Business Solutions GmbH +++ Mike Kleinemaß, thyssenkrupp Material Services +++ Prof. Dr. Uwe Kleinkes, Hamm-Lippstadt University of Applied Sciences +++ Lukasz Kosuniak, Grow Consulting Sp. z o.o. +++ Dr. Werner Krings, Framingham State University USA +++ Ferdinand Mayr, Mayr Antriebstechnik +++ Olaf Mörk, Mörketing +++ Connor Moseler, Mercedes-Benz Group AG +++ Alexander Mrohs, B2B Marketing Machine +++ Vera Müllner +++ Miroslav Negovan, Delphi Data Labs GmbH +++ Markus Niehaus, Greenfiel uG +++ Oliver Nolte, lead on GmbH +++ Stefan Prath, HAGE3D GmbH +++ Boris Ringwald, Boris Ringwald Vertriebs- und Marketing Consulting +++ Mariana Romero Palma, Andritz +++ Prof. Dr. Philipp Schmid, Kempten University of Applied Sciences +++ Stefan Schulz, Brady Europe, Middle-East & Africa +++ Prof. Dr. Uwe Seebacher, Munich University of Applied Sciences, Munich +++ Martin Sinnig, m. pulse +++ Michael Stangl, Talto +++ Lukas Strohmeier, Delphi Data Labs GmbH +++ Susanne Trautmann (M.A.), marketing-canvas.de +++ Bernd Trummer, Agentur Fynest +++ Markus Weinländer, Siemens AG +++ Sabrina Weiß, E.ON SE +++ Stephan Wenger, AVL List GmbH