TY  - ADVS
AU  - Bottom,John
TI  - B2B planning & strategy: reducing the complexity of planning business-to-business campaigns 
T2  - B2B advertising : the strategy, theory, techniques and possibilities of building B2B brands,
PY  - 2008///
CY  - London
PB  - Henry Stewart Talks
KW  - Advertising, Industrial
KW  - Industrial marketing
N1  - 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
UR  - https://hstalks.com/bm/1024/
UR  - https://hstalks.com/bm/p/261/
ER  -