Publisher's Synopsis
This is the English version of the Springer Publishing Bestseller "B2B Marketing Essential" which was originally published in German language. In the meanwhile this book has been published in six different languages. This book brings the current state of experience and knowledge in B2B marketing to the point. Based on current examples from the industry, the reader learns how, in the conservative environment of the industry, marketing and its significance can be raised to a new level that is decisive for sustainable corporate success. The author's marketing maturity model is used to explain how an industrial goods marketing manager can proactively shape the development of his marketing team. This makes it possible to develop the marketing department, regardless of its size and budget, from an unnoticed and often smiled cost driver to a key driver of sales and sales success that is strategically positioned within the company and involved in all important decisions.
