Driving demand : transforming B2B marketing to meet the needs of the modern buyer /: transforming B2B marketing to meet the needs of the modern buyer. (2015)

• Record Type: Book
• Further Information: Note: Carlos Hidalgo.
• Authors: (Economist), Hidalgo, Carlos
• Contents: The issues with modern demand generation -- Leading demand process transformation -- Why transformation fails -- Action does not equal change -- Changing the marketing and sales mind-set -- 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 -- Change ahead -- Demand process glossary.
• Publisher Details: New York, NY : Palgrave Macmillan
• Publication Date: 2015
• Extent: 1 online resource (xvi, 204 pages), illustrations
• Subjects: 658.8/04; Marketing/General; Industrial marketing; Marketing -- Technological innovations; Organizational change; Business and Management; Market Research/Competitive Intelligence; Sales/Distribution; Economics, general; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Industrial marketing; Marketing -- Technological innovations; Organizational change; Sales & Selling/Management; Sales & Selling; Marketing/Multilevel; Sales & marketing; Economics, finance, business & management; Electronic books
• Languages: English
• ISBNs: 9781137526809; 1137526807; 1349559067; 9781349559060; 9781137526793; 1137526793
• Related ISBNs: 9781349559060; 9781137526786; 1137526785
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (EBSCO, viewed November 9, 2015).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.