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B2B Marketing

B2B Marketing

A radically different approach for business-to-business marketers

Steve Minett

Oct 2001, Paperback, 256 pages
ISBN13: 9780273654254
ISBN10: 027365425X
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What do you think will impress a potential business customer most? A slick marketing pitch or a concrete example of how your products or services have helped genuine businesses make real money? Here is a radically different approach for business-to-business marketers, based on proof not promises.Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently and it's time we marketed to them differently. B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive. Here, for the first time, is a definitive guide to B2B marketing to help you adopt a more targeted approach to getting better results with business customers. B2B marketing requires a new set of strategies and tools, and business is looking for a new breed of B2B marketer. This book will give you the essential know-how to becoming a successful B2B marketer. Combining insight and practical advice, the book explores:
- the basics of B2B marketing
- fundamental differences between B2B and consumer marketing in terms of product development and purchasing behavior
- how these differences affect branding and communications in B2B marketing
- strategy models and actual practice, based on interviews with prominent, world- wide B2B practitioners.The book contains 9 'maxi-cases', specifically written for the book, about how some B2B companies have actually been practising Case-Based marketing, in areas such as strategy, branding and e-Business. These cases described the practise of major global companies, including ITT Industries, Ericsson, Sandvik Steel and Alfa Laval, but also smaller companies in Sweden, America and the UK. "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.

1. The B2B - B2C difference defining the paradigm territory 2. Adapting to the B2B paradigm the "case-based" marketing method 3. Case Based strategies for new products4. Branding for B2B 5. Managing the communications channels 6. Maximizing the editorial channel 7. Case-based communications 8. E- business for B2B

  • The B2B market is growing faster than the business to consumer market
  • Business is just realising that it requires new strategies
  • A different audience requires a different approach - this is the definitive guide for business to business marketers

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.

"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