E-book
Driving demand : transforming B2B marketing to meet the needs of the modern buyer
Record details
- ISBN: 9781137526786 (alk. paper)
- ISBN: 9781137526809 (e-book)
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Physical Description:
remote
1 online resource (225 pages) : illustrations - Publisher: New York, NY : Palgrave Macmillan, 2015.
Content descriptions
| Bibliography, etc. Note: | Includes bibliographical references and index. |
| Formatted Contents Note: | The issues that exist with modern demand generation -- Leading demand process transformation -- Why transformations fails -- Action does not equal change -- Changing the marketing & sales mindset -- Aligning content to your buyer -- Adapting the lead management process -- Measuring for success -- Optimizing data and technology -- Creating an outcome : accountable culture -- Managing people through change -- The need for change in demand generation -- Change ahead -- Demand generation glossary. |
| Source of Description Note: | Description based on print version record. |
Search for related items by subject
| Subject: | Industrial marketing Marketing -- Technological innovations Organizational change |
| Genre: | Electronic books. |
