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Anglický jazyk
The Death of Propaganda
Autor: Michael Best
B2B buyer behavior has changed - now it's your turn.
B2B buyers have changed the way they evaluate and purchase goods and services-yet most B2B suppliers still approach their markets with hyped-up, propaganda-like messages. The challenge now is for...
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O knihe
B2B buyer behavior has changed - now it's your turn.
B2B buyers have changed the way they evaluate and purchase goods and services-yet most B2B suppliers still approach their markets with hyped-up, propaganda-like messages. The challenge now is for such companies to move from spouting propaganda to establishing credibility. From the role of salesperson to that of a customer advocate. And from broadcasting self-recommendations toward a more powerful model where people recommend the company and its products to their peers.
The Death of Propaganda presents Three Voices(TM) strategy, a step-by-step recipe for meeting this challenge via three distinct modes of stakeholder engagement: Voice of Company; Voice of Industry; and Voice of Customer. All three Voices need to be integrated into top-level business strategy, and incorporated into marketing and communication plans to fully address the needs of the new breed of B2B buyer.
- Vydavateľstvo: Eye for Image ApS
- Rok vydania: 2012
- Formát: Paperback
- Rozmer: 234 x 156 mm
- Jazyk: Anglický jazyk
- ISBN: 9788799494903
