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Additional product details

eText: 
ISBN-13 9780132984478ISBN-10 0132984474
Print: 
ISBN-10 0789748878ISBN-13 9780789748874
Author(s): Michael Miller
Publisher: Que
Copyright year: © 2012 Pages: 368
Description

B2B Digital Marketing is a guide to digital marketing for B2B companies. It addresses how to use various digital marketing vehicles to market products and services to other companies.

The book is divided into three sections:

- Planning, introduces the various digital marketing vehicles and discusses which vehicles are most appropriate for various aspects of B2B marketing–customer acquisition, sales conversion, and customer retention.

- Execution, discusses each digital marketing vehicle (email marketing, search engine marketing, social media marketing, et al) in depth.

- Measurement and Refocus, discusses how to measure B2B digital marketing performance, advises how to refocus efforts based on results, and presents possible future developments in B2B digital marketing.

The Internet has long been an important component in business-to-consumer (B2C) marketing, enabling companies to market their brands and products directly to consumers. Business-to-business (B2B) companies are also looking to digital vehicles to enhance their marketing efforts, including everything from email and blog marketing to social media and mobile marketing.

Marketing to businesses is much different from marketing to consumers, and B2B digital marketing is equally different from B2C web marketing. While most of the vehicles are the same, the way they are used are unique to B2B marketing.

As such, B2B marketers are increasingly seeking advice on how to use digital media to market their products and services to other businesses.  While there are numerous seminars and conferences devoted to the topic of B2B digital marketing, there are few books that directly address the topic.

Until now.

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