Social marketing to the business customer: listen to your B2B market, generate major account leads, and build client relationships
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hoboken, NJ
Wiley
2011
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| Subjects: | |
| Online Access: | Cover image Inhaltsverzeichnis |
| Physical Description: | XXII, 250 S. Ill., graph. Darst. |
| ISBN: | 9780470639337 9780470939734 |
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MARC
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Record in the Search Index
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| adam_text |
Titel: Social marketing to the business customer
Autor: Gillin, Paul
Jahr: 2011
CONTENTS
Foreword vii
Acknowledgments xi
How to Use This Book xv
Preface xvii
Part One: Setting the Table
Chapter One The Changing Rules of B2B Marketing 3
Chapter Two Seven Ways You Can Use Social Media 15
Chapter Three Winning Buy-In and Resources 30
Chapter Four Creating a Social Organization 45
Chapter Five Creating and Enforcing Social Media
Policies 56
Part Two: Tools and Tactics
Chapter Six Learning by Listening 67
Chapter Seven Understanding Search 87
Chapter Eight Choosing Platforms 103
Chapter Nine A Non-Techie's Guide to Choosing
Platforms 114
Part Three: Going to Market
Chapter Ten Social Platforms in Use 129
Chapter Eleven Pick Your Spots: Planning Social
Marketing Campaigns 142
Chapter Twelve Lead Generation 156
Chapter Thirteen Profiting from Communities 176
Chapter Fourteen Return on Investment 200
Chapter Fifteen What's Next for B2B Social Media? 215
Appendix Elements of a Social Media Policy 223
Notes 238
About the Authors 241
Index 243 |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 650 |
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| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/72 |
| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-12-05T15:03:29Z |
| institution | BVB |
| isbn | 9780470639337 9780470939734 |
| language | English |
| lccn | 2010031874 |
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| spelling | Gillin, Paul Verfasser aut Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin ; Eric Schwartzman Hoboken, NJ Wiley 2011 XXII, 250 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gesellschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk (DE-588)4055762-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Soziomarketing (DE-588)4116549-4 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Soziomarketing (DE-588)4116549-4 s Soziales Netzwerk (DE-588)4055762-5 s Schwartzman, Eric Verfasser (DE-588)144030438 aut http://catalogimages.wiley.com/images/db/jimages/9780470639337.jpg Cover image HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022471681&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gillin, Paul Schwartzman, Eric Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Gesellschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4055762-5 (DE-588)7706419-7 (DE-588)4116549-4 |
| title | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships |
| title_auth | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships |
| title_exact_search | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships |
| title_full | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin ; Eric Schwartzman |
| title_fullStr | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin ; Eric Schwartzman |
| title_full_unstemmed | Social marketing to the business customer listen to your B2B market, generate major account leads, and build client relationships Paul Gillin ; Eric Schwartzman |
| title_short | Social marketing to the business customer |
| title_sort | social marketing to the business customer listen to your b2b market generate major account leads and build client relationships |
| title_sub | listen to your B2B market, generate major account leads, and build client relationships |
| topic | Gesellschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Gesellschaft Internet marketing Marketing Social aspects Social media Soziales Netzwerk Online-Marketing Soziomarketing |
| url | http://catalogimages.wiley.com/images/db/jimages/9780470639337.jpg http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022471681&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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