B2B planning & strategy [electronic resource] : reducing the complexity of planning business-to-business campaigns / John Bottom.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. B2B advertising: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (18 min.) : color, sound)Other title: B2B planning and strategySubject(s): Advertising, Industrial | Industrial marketingOnline resources: Click here to access online | Series 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.
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Mode of access: World Wide Web.