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- Author: MICHAEL BEST
- Publisher: Eye for Image APS
- Year: 2012
- Pages: 226
- ISBN-10: 8799494906
- ISBN-13: 9788799494903
- Format: 15.6 x 23.4 x 1.2 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
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Description
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.
EXTRA 10 % discount with code: EXTRA
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- Author: MICHAEL BEST
- Publisher: Eye for Image APS
- Year: 2012
- Pages: 226
- ISBN-10: 8799494906
- ISBN-13: 9788799494903
- Format: 15.6 x 23.4 x 1.2 cm, softcover
- Language: English English
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.
Reviews