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B2B Marketing Guidebook - Vol. 1 : The Strategic Foundations of Next Generation B2B Marketing / / edited by Uwe Seebacher
| B2B Marketing Guidebook - Vol. 1 : The Strategic Foundations of Next Generation B2B Marketing / / edited by Uwe Seebacher |
| Autore | Seebacher Uwe |
| Edizione | [2nd ed. 2025.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 |
| Descrizione fisica | 1 online resource (709 pages) |
| Disciplina | 658.8 |
| Collana | Contributions to Management Science |
| Soggetto topico |
Marketing
Management Sales management Sales and Distribution |
| ISBN | 3-031-91183-0 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I: Introduction, Framework, and Current Status of B2B Marketing -- 1.1 Next Generation B2B Marketing -- 1.2 Full Steam Ahead Towards Industry 5.0 - The Question Is Not If, but How -- 1.3 B2B Marketing Ecosystem -- 1.4 The B2B Marketing Maturity Model – Your Path to Predictive Profit Marketing -- 1.5 MarTech in B2B Marketing: The 2030 Edition -- Part II: Practical Concepts and Methods -- 2.1 B2B Marketing Strategy – Finding the Needle in the Haystack -- 2.2 The Marketing Canvas – A Template for Powerful Go-to-Market Strategies -- 2.3 Navigating Agile Marketing -- 2.4 Branding or No Branding – An Introduction to B2B Branding -- 2.5 Employer Branding as a Turbo for B2B Marketing -- 2.6 Why You Should Think Strategically About Marketing Automation -- 2.7 Marketing Automation as an Organizational Framework -- 2.8 Marketing Automation – The Perfect Process Model for Implementation -- 2.9 Grow, Cooperate, or Fail – How Medium-Sized B2B SMEs Can Ride the Wave of Digitalization in Marketing -- 2.10 Successful Lead Management – Nothing’s Gonna Stop Us Now -- Part III: Case Studies (Digital Transformation & Strategic Success Stories) -- 3.1 The Marketing Pathfinder – The B2B Marketing Journey of an SME -- 3.2 Digital Transformation in Shipping – The Hapag-Lloyd Story -- 3.3 Choosing the Right Marketing Automation Platform (Romero-Palma) -- 3.4 Strategic Lead Management for Optimized Marketing – The Approach of Innogy in Innovative Energy Solutions -- 3.5 Marketing and Sales Excellence – Recommendations for Tackling This Evergreen Topic -- 3.6 Transforming to Digital Sales and Marketing: Fujitsu’s Journey Toward a Digital and Sustainability Transformation Company. . |
| Record Nr. | UNINA-9911015624003321 |
Seebacher Uwe
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| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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B2B Marketing Guidebook - Vol. 2 : Advanced B2B Marketing Tactics, AI, and Case Studies / / edited by Uwe Seebacher
| B2B Marketing Guidebook - Vol. 2 : Advanced B2B Marketing Tactics, AI, and Case Studies / / edited by Uwe Seebacher |
| Autore | Seebacher Uwe |
| Edizione | [2nd ed. 2025.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 |
| Descrizione fisica | 1 online resource (818 pages) |
| Disciplina | 658.8 |
| Collana | Contributions to Management Science |
| Soggetto topico |
Marketing
Management Sales management Sales and Distribution |
| ISBN | 3-031-91195-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I: Practical Concepts and Methods (Digital & AI Driven Execution) -- Digital Lead Capturing – How to Ignite the Turbo for Automated Marketing -- User Experience and Touchpoint Management – A Touchpoint Performance Management Toolkit -- Content Marketing Process – Mastering the Symbiosis of Art and Science -- Situational Content Marketing (SCM) – Reaching Customers with Smart Content Despite Information Overload -- Buyer-Centric Content Approach – Design Thinking for More Empathetic Marketing in the B2B World -- Strategic Customer-Oriented Marketing – The ABM Model for the Perfect Start into Account-Based Marketing -- Account-Based B2B Marketing – Integrating Advanced Technology to Optimize Processes and Performance -- Social Media in B2B – Recognizing and Properly Utilizing the New Channels -- Social Selling in B2B – How Sales Benefit and the Sales Process Flourishes -- Community Management: How Customers Become Fans -- Corporate Influencer or Corporate Ambassador – What's the Deal with Employees as Brand Ambassadors? -- Digital Marketing in China – How B2B Companies Successfully Enter the Chinese Market -- Product Management as an Enabler of a Market- and Customer-Oriented Mindset in B2B Companies -- Harmonizing Content Strategy and Activation in the Age of AI -- Tradition Reinvented: How Smart Data is Revolutionizing B2B Cold Calling -- AI in International B2B Content Marketing -- A Framework for Integrated B2B Marketing Campaigns - for Greater Efficiency and Effectiveness -- Part V: Case Studies (Digital Success, AI, and Sustainability Focus) -- Social Selling in Machinery and Plant Construction: A Case Study from the Drive Technology Sector -- Social Selling as a Marketing Strategy for SMEs – Case Study Dina Reit and SKLaser GmbH -- Harnessing LinkedIn Ads for Effective B2B Marketing -- Winning and Retaining Customers Successfully Through Lead Management – The Intralogistics Provider STILL Success Story -- User Experience and Touchpoint Management – A Case Study on In-House Implementation for Small and Medium-Sized Enterprises -- Sales Channel Excellence – A SME Success Story from the Mechanical Engineering Industry -- Central Business Intelligence – A Procedure Model for SMEs -- Data-Driven Management with Predictive Intelligence for Early Detection of Export Opportunities -- 365 Days to B2B Marketing Success: A Data-Driven, Bulletproof Playbook -- Visualization of Graph Networks in B2B Market Research -- Conversion Rate Optimization – What B2B Can Learn from the B2C Label Minimal Fashion and Its 6-Week Success Story from 0 to 100,000 € -- Cooling Down Costs, Heating Up B2B Leads: Daikin's Digital Marketing Evolution -- B2B + Influencer Marketing = An Impossibility? Würth Elektronik Disproves This! -- How to Responsively Drive the Sustainability Train from a B2B Marketing and Sales Perspective: A Case Study on Thyssenkrupp Materials Services' Greenability Initiative -- Low Search Volume, High Impact: Driving B2B Inbound Leads with Google Ads. |
| Record Nr. | UNINA-9911020417203321 |
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Seebacher Uwe
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| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Mastering CommTech : Unlocking the Potential of Digital Transformation in Corporate Communications / / edited by Uwe Seebacher, Jörg Forthmann, Thomas Mickeleit
| Mastering CommTech : Unlocking the Potential of Digital Transformation in Corporate Communications / / edited by Uwe Seebacher, Jörg Forthmann, Thomas Mickeleit |
| Autore | Seebacher Uwe |
| Edizione | [1st ed. 2025.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 |
| Descrizione fisica | 1 online resource (613 pages) |
| Disciplina | 658.45 |
| Altri autori (Persone) |
ForthmannJörg
MickeleitThomas |
| Collana | Future of Business and Finance |
| Soggetto topico |
Communication in organizations
Business information services Communication and traffic Corporate Communication IT in Business Media Industries |
| ISBN | 9783031903021 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I: Setting the Context and Creating Urgency -- Why Companies Need to Get Started with the Digital Transformation of Their Communication -- Communications is Not Immune to Digital Disruption -- Part II: Introducing CommTech and Its Foundations -- CommTech: Enhancing Communication Impact through Stakeholder Journeys -- Data-Driven Controlling of Corporate Communications with CommTech -- CommTech to Enable Data-Informed Decisions -- Media Analytics – No Data, No CommTech -- Part III: Data-Driven Approaches and Storytelling -- Holistic Data Storytelling - A Framework for Individualized, Efficient, and Effective Communication with Stakeholders -- Understanding Consumer Conversations Around Brands: Lexical Analysis of 16 Brand Campaigns -- Data-Driven Communication -- Part IV: Operationalizing and Automating Communication -- Communication Conversion Optimization (CCO) -- CommTech and RoI -- Building a Corporate Agenda: Balancing Alignment with Business Goals and Stakeholders' Interests in Topic-Based Corporate Communications -- In Search of the Perfect Communication Machine -- Part V: Artificial Intelligence in Corporate Communications: Basics, Opportunities, and Hurdles -- Predictive Communication Intelligence -- Fascination Metaverse - How Extended Realities Will Disrupt Corporate Communication -- Part VI: Special Considerations and Human Elements -- Mastering CQ in the Era of CommTech and Predictive Communication Intelligence -- CEO Positioning as an Integral Part of Corporate Communication in the Digital Age -- The Future of Influence: Transforming Lobbying with Predictive Intelligence andCommTech -- Predicting Mastering Commtech. |
| Record Nr. | UNINA-9911018654703321 |
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Seebacher Uwe
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| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Reengineering corporate communication : a marketer's perspective offering new concepts, processes, tools, and templates / / Uwe Seebacher
| Reengineering corporate communication : a marketer's perspective offering new concepts, processes, tools, and templates / / Uwe Seebacher |
| Autore | Seebacher Uwe |
| Pubbl/distr/stampa | Cham, Switzerland : , : Springer International Publishing, , [2022] |
| Descrizione fisica | 1 online resource (274 pages) |
| Disciplina | 658.45 |
| Collana | Future of Business and Finance |
| Soggetto topico |
Business communication
Communication in management |
| ISBN |
9783031038389
9783031038372 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Endorsements -- Preface -- Why We Had to Change the Plan -- The COVID Pandemic as Proof for Communicative Failure -- About the Urgency for Change -- How to Read the Book -- Where to Find More Information, Updates, and all Templates -- Why a Book Is Just a Book! -- Acknowledgments -- Contents -- About the Author -- 1: Why a Marketing Perspective on Corporate Communication? -- 1.1 About the Author´s Expertise -- 1.2 Where Is the Origin of Methods Science? -- 1.3 Why Methods and Structural Sciences Are Underestimated -- 1.4 How to Construct the Future? -- 1.5 What Role Nikolai Kondratieff Plays? -- 1.6 Big Data: Big Science -- References -- 2: From Corporate Communication to Corporate Interaction -- 2.1 Why Does Corporate Communication Need to Be Reengineered? -- 2.2 What Is Currently Not Working? -- 2.3 Where Corporate Communication Is Coming From -- 2.4 The Loss of Trust as a Driver for Change -- 2.5 Why the Mass Communication Model Has Had its Days? -- 2.6 Performance Communication for Economic Added Value -- 2.7 Customer-Centricity for Corporate Communications -- 2.8 Corporate Interaction Instead of Marketing, Communications, and Relations -- 2.9 The Way Is the Goal -- References -- 3: A Critical Discourse on Today´s Corporate Communication -- 3.1 What Role the Foundation Plays? -- 3.2 Of Hypervision, Supervision, and Metareflection -- 3.3 The American Frame of Reference -- 3.3.1 The Prototype of the Communication Journey -- 3.3.2 The Problem of Strategic Classification -- 3.3.3 The Conceptual Stringency -- 3.4 The Anglo-Saxon State of Research -- 3.4.1 The Conceptual Ecosystem -- 3.4.2 Templates, Processes, and Structures as Success Factors -- 3.4.3 Being Aware of the Changes, but -- 3.4.4 Silo Thinking as Self-Protection Against Progress -- 3.4.5 The Hen Egg Problem -- 3.4.6 Do Public Relations Have the Structural Edge?.
3.5 The Sun Rises in Asia -- 3.5.1 Structures Gain in Importance -- 3.5.2 Ideas About Journeys and Performance -- 3.5.3 Templates as Enablers and Accelerators -- 3.5.4 In Asia, the Journalist Becomes a Customer of Information -- 3.6 The Status of the German-Speaking Community -- 3.6.1 The Courage to Try Something New Is Lacking -- 3.6.2 First Attempts in the Direction of Journeys -- 3.6.3 The Corporate Newsroom as a Gateway to the New World -- 3.7 Resistance Is Futile -- References -- 4: What the Brave New World of Corporate Communication Looks like -- 4.1 The Journalist as Customer and the Information as Product -- 4.2 From the Buyer Journey to the Communication Journey -- 4.3 With the Communication Journey to Communication Personas -- 4.4 With Personas to Communication Touchpoint Management -- 4.5 Touchpoint Management as the Basis for Communication Experience (CE) -- 4.6 After Communication Experience Comes Communication Excellence -- 4.7 Communication Excellence Needs Communication Intelligence -- 4.7.1 What We Should Learn from Amazon and Google? -- 4.7.2 Everything but a ``One-off´´ -- 4.7.3 Learning from Business Intelligence -- 4.8 Communication Intelligence Needs Communication Automation -- 4.8.1 How Communication Automation Is Defined? -- 4.8.2 Don´t Fall Victim to the CRM Paradox -- 4.9 With Communication Automation to Segment-Based Communication (SBC) -- 4.10 The Communication Orchestration (CO) Vision -- 4.11 What We Know of the New World? -- References -- 5: How to Reengineer Corporate Communication -- 5.1 Success Is the Result of Many Small Steps -- 5.2 The Growth Model for Corporate Communication -- 5.2.1 Why Response Time Is Crucial? -- 5.2.2 Agility and Integration as Enablers -- 5.2.3 How to Minimize the Costs? -- 5.3 From Reactive One-Dimensionality to Multidimensional Interagility. 5.3.1 The One-Dimensional Reactive Maturity Level -- 5.3.2 The Multidimensional-Situational Maturity Level -- 5.3.3 The Multidimensional-Interactive Maturity Level -- 5.3.4 The Multidimensional-Interagile Maturity Level -- 5.4 The Process Model for the Reengineering of Corporate Communications -- 5.4.1 The Structural Elements of the Procedure Model -- 5.4.2 How to Use the Procedure Model? -- 5.4.3 Phase 1: Homework First! -- 5.4.4 Phase 2: Automate and Scale! -- 5.4.5 Phase 3: With AI to Predictive Communication Intelligence! -- 5.5 Reaching the Goal with Concept and Competence -- References -- 6: The Corporate Communication Self-Assessment (CCSA) -- 6.1 How to Use This Tool! -- 6.2 The Process-Structure-Index (PSI) -- 6.3 The Competence-Relevance-Index (CRI) -- 6.4 The Performance-Transparency-Index (PTI) -- 6.4.1 Development Path of Corporate Communications -- 6.4.2 Excurses: Innovative Performance Indicators for Corporate Interactions -- 6.5 The Decision-Distance-Index (DDI) -- 6.6 How to Do the Evaluation! -- 6.7 Those Who Measure, Win! -- References -- 7: The InTechStack for Predictive A2A Corporate Interaction -- 7.1 How Should This Chapter Be Used! -- 7.2 Is the InTechStack an IT Issue? -- 7.3 How Is the IT World Changing? -- 7.3.1 With Edge Computing to Edge Communication? -- 7.3.2 Why Communication Intelligence Needs the Blockchain? -- 7.3.3 The InTechStack Becomes Agile and Micro -- 7.4 The 5 Mega Trends of IT until 2030 -- 7.4.1 Why the Customer Expects Us to Know Him? -- 7.4.2 Agile Communication in the Network -- 7.4.3 What Does the Netflix Economy Mean for Corporate Communications? -- 7.4.4 From Big Data to Smart Data and Smart Interaction -- 7.4.5 Smart Materials Can Also Be Valuable Informants -- 7.5 MarTech, SalesTech, PITech, and Now ComTechStack? -- 7.5.1 What MarTech and SalesTech Teach Us?. 7.5.2 What Do these Developments Mean for the InTackStack? -- 7.6 The Three Phases to the InTechStack -- 7.6.1 Structuring -- 7.6.2 Aligning -- 7.6.3 Purchasing -- 7.7 The InTechStack for A2A Interaction at a Glance -- 7.8 The S-Curve Model for Predictive A2A Corporate Interaction -- 7.9 What Is the Nuts and Bolts of an Effective InTechStack? -- References -- 8: The New Competencies for Predictive A2A Corporate Interaction -- 8.1 Why the RCC Requires New Competencies and Skills? -- 8.2 What Managers Need to Know? -- 8.2.1 What It Means to Speak and Live Predictive Interaction? -- 8.2.2 How to Manage Data as a Strategic Resource? -- 8.2.3 How Do you Build Data-Driven Corporate Interactions? -- 8.2.4 How to Create Competitive Advantages Through Predictive Interaction? -- 8.3 What the Future Corporate Interactions Team Will Look like? -- 8.3.1 What Human Ontogenetics Teaches Us? -- 8.3.2 Why the Good Is so Close? -- 8.3.3 Why the Team Sets the Direction? -- 8.4 The Competence Model of the New Corporate Interaction -- 8.4.1 Industry and Product Competence -- 8.4.2 Strategy Competence -- 8.4.3 Leadership Competence -- 8.4.4 Analytics and Data Competence -- 8.4.5 Methods and Structure Competence -- 8.4.6 Technology Management Competence -- 8.4.7 Language Competence -- 8.4.8 Interaction Competence -- 8.4.9 Performance Marketing Competence -- 8.5 The Corporate Interaction Competence Matrix -- References -- 9: Has Everything Been Said? -- Glossary -- Index. |
| Record Nr. | UNINA-9910585971603321 |
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Seebacher Uwe
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| Cham, Switzerland : , : Springer International Publishing, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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