Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships

by Eric Schwartzman and Paul Gillin

Book Overview

The first book devoted entirely to B2B social marketing

B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.

This hands-on guide covers topics unique to this segment, including cost justification, prospecting...

• Format: Hardcover
• Language: English
• ISBN: 0470639334
• ISBN13: 9780470639337
• Release Date: January 2011
• Publisher: Wiley
• Length: 272 Pages
• Weight: 0.15 lbs.
• Dimensions: 1.0" x 6.4" x 9.2"