{"product_id":"social-marketing-to-the-business-customer-9780470639337","title":"Social Marketing to the Business Customer","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe first book devoted entirely to B2B social marketing  \u003cp\u003eB2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.\u003c\/p\u003e \u003cp\u003eThis hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what''s coming next.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures plentiful examples, case studies, and best practices\u003c\/li\u003e \u003cli\u003eFocuses on the channels that are most effective for B2B marketers\u003c\/li\u003e \u003cli\u003eBuilds on the authors'' more than 30 years of combined experience in the new media\/social media \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eForeword.\u003c\/i\u003e  \u003cp\u003e\u003ci\u003eAcknowledgments.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow to Use This Book.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePreface.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: Setting the Table.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter One\u003c\/b\u003e The Changing Rules Of B2B Marketing.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Two\u003c\/b\u003e Seven Ways You Can Use Social Media.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter\u003c\/b\u003e Three Winning Buy-In and Resources.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Four\u003c\/b\u003e Creating a Social Organization.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Five\u003c\/b\u003e Creating \u0026amp; Enforcing Social Media Policies.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: Tools and Tactics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Six\u003c\/b\u003e Learning by Listening.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seven\u003c\/b\u003e Understanding Search.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eight\u003c\/b\u003e Choosing Platforms.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Nine\u003c\/b\u003e A Non-Techie's Guide to Choosing Platforms.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: Going to Market.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Ten\u003c\/b\u003e Social Platforms in Use.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Eleven\u003c\/b\u003e Pick Your Spots: Planning Social Marketing Campaigns.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Twelve\u003c\/b\u003e Lead Generation.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Thirteen\u003c\/b\u003e Profiting From Communities.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Fourteen\u003c\/b\u003e Return On Investment.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Fifteen\u003c\/b\u003e What's Next For B2B Social Media?\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix\u003c\/b\u003e Elements of a Social Media Policy.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eNotes.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eAbout the Authors.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eIndex.\u003c\/i\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402383991127,"sku":"9780470639337","price":18.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470639337.jpg?v=1730480232","url":"https:\/\/bookcurl.com\/products\/social-marketing-to-the-business-customer-9780470639337","provider":"Book Curl","version":"1.0","type":"link"}