Customer Centred Signalling : Stop selling and start responsible influencing New insights into online and social B2B marketing strategies

Lingua: inglese

Editore: Soic Apr 2018, 2018

9082796309 / 9789082796308

Da: AHA-BUCH GmbH, Einbeck, GermaniaAHA-BUCH GmbH

Venditore con 5 stelle

Venditore AbeBooks dal 14 agosto 2006

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Descrizione dell’articolo da parte del venditore

Neuware - Klaas FleischmannCustomer Centred Signalling Stop selling and start responsible influencingManagers, sales professionals and marketers need to adjust asap to the customer revolution that is taking place - as we speak- in the online B2B marketing arena. Never before have customers had such an information advantage. The power has shifted from seller to buyer.Klaas Fleischmann shows us convincingly that traditional marketing strategies such as pipeline management and the good old sales funnel approach no longer work. Customer journeys have become too complex to control. Marketers must start to engage with potential buyers on all touchpoints and find out more about their individual customer journey. And - most importantly- start managing the dynamic customer experience.B2B will need to use social media (Facebook, Linkedin, vlogs and blogs) but without thinking they can push sales through them. They must stop selling and start responsible influencing. Instead B2B management and marketers need to invest in establishing contacts on the basis of clear and reliable signalling. But that alone is not enough. They must invest in a new type of relationship - one that recognises the change in power from seller to buyer. This may be achieved through individuals who are embedded in the social networks of potential customers and are regarded by them as reliable sources of information. The end goal being: creating brand confidence, an excellent reputation and long lasting customer relationships.Fleischmann recognises that for some B2B marketers it is still a lot to come to terms with. But the good news is that there is a need amongst buyers to be able to find and assess information quickly. This means there are chances for companies to reach potential customers if they make use of responsible influencing. Using academic research and personal experience as well as tapping into his own extensive B2B network Fleischmann introduces a new engagement model and agile marketing strategy roadmap that companies need in order to develop positions of trust online.Fleischmann’s first marketing textbook offers comprehensive new insights - based on academic research - into online and social B2B marketing strategies as well as practical insights and managerial implications and tips. It also includes an online toolbox and case studies.…

Codice articolo 9789082796308

Titolo
Customer Centred Signalling : Stop selling and start responsible influencing New insights into online and social B2B marketing strategies
Autore
Klaas Fleischmann
Editore
Soic Apr 2018
Anno di pubblicazione
2018
Condizione
Neu
Rilegatura
Buch
Lingua
inglese
ISBN 10
9082796309
ISBN 13
9789082796308
Peso dell'articolo
487 grammi
Dimensioni
250x175x12 mm

AHA-BUCH GmbH

Einbeck, Germania

Venditore con 5 stelle

Venditore AbeBooks dal 14 agosto 2006

Tariffe di spedizione da Germania a U.S.A.

ArticoloDa 7 a 10 giorni lavorativiDa 5 a 7 giorni lavorativi
Primo articoloEUR 35,00EUR 45,00
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