B2B integrated marketing [electronic resource] / Chris Wilson.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. B2B advertising: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (35 min.) : color, sound)Subject(s): Advertising, Industrial | Industrial marketingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: What is integrated marketing? -- The changing landscape -- Integrated planning -- The situation -- Objectives -- Strategy -- Strategy in B2B -- Tactics -- Action -- Control -- Example of building an awareness program -- Where it is going: close loop marketing -- Key gaps in B2B where sales and marketing are not joined up.
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Mode of access: World Wide Web.