B2B Marketing Guidebook - Vol. 1 : The Strategic Foundations of Next Generation B2B Marketing

• Main Author: Seebacher, Uwe
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer Nature Switzerland : Imprint: Springer, 2025.
• Edition: Second edition
• Series: Contributions to Management Science
• Subjects: Marketing.; Management.; Sales management.; elektronické knihy; electronic books
• ISBN: 9783031911835; 9783031911828
• ISSN: 2197-716X
• Physical Description: 1 online zdroj
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

In the age of Industry 5.0, predictive intelligence, and accelerated digital transformation, B2B marketing has become the strategic engine of growth and innovation. This first volume of the second significantly updated edition of "B2B Marketing" brings together over 20 international experts to redefine modern marketing across strategy, systems, and structure. Covering topics such as marketing maturity, MarTech, automation, branding, and agile leadership, this volume offers actionable frameworks, forward-looking insights, and real-world case studies from leading organizations like Fynest, Fujitsu, Hapag-Lloyd, and Predictores. Readers will gain a clear understanding of the B2B Marketing Maturity Model, strategic perspectives on predictive intelligence, and best practices for marketing automation. Essential reading for CMOs, business leaders, marketing professionals, consultants, and academics, this book is a strategic blueprint for the next decade of B2B marketing. The transformation starts here.