Bottom, John,
B2B planning & strategy reducing the complexity of planning business-to-business campaigns / [electronic resource] : B2B planning and strategy John Bottom. - London : Henry Stewart Talks, 2008. - 1 online resource (1 streaming video file (18 min.) : color, sound). - B2B advertising : the strategy, theory, techniques and possibilities of building B2B brands, 2056-4570 . - Henry Stewart talks. Business & management collection. B2B advertising. .
Animated audio-visual presentations with synchronized narration. Title from title frames.
Contents: Reducing the complexity of planning B2B campaigns -- B2B compared to B2C -- What makes B2B campaigns more complex for planners? -- Product complexity -- Complexity of target audience -- Humanizing the decision making unit -- Complexity of buying process -- Stage by stage approach to the sales cycle -- Activity planning: one step at a time.
Access restricted to subscribers.
Mode of access: World Wide Web.
2018 Henry Stewart Talks
Advertising, Industrial.
Industrial marketing.
B2B planning & strategy reducing the complexity of planning business-to-business campaigns / [electronic resource] : B2B planning and strategy John Bottom. - London : Henry Stewart Talks, 2008. - 1 online resource (1 streaming video file (18 min.) : color, sound). - B2B advertising : the strategy, theory, techniques and possibilities of building B2B brands, 2056-4570 . - Henry Stewart talks. Business & management collection. B2B advertising. .
Animated audio-visual presentations with synchronized narration. Title from title frames.
Contents: Reducing the complexity of planning B2B campaigns -- B2B compared to B2C -- What makes B2B campaigns more complex for planners? -- Product complexity -- Complexity of target audience -- Humanizing the decision making unit -- Complexity of buying process -- Stage by stage approach to the sales cycle -- Activity planning: one step at a time.
Access restricted to subscribers.
Mode of access: World Wide Web.
2018 Henry Stewart Talks
Advertising, Industrial.
Industrial marketing.