000			01676nam a2200301Ia 4500
001			1696
008			230305s2015 xx 000 0 und d
020			_a9781137526786
041			_aeng
245		0	_aDriving demand
260			_a _bPalgrave Macmillan, _c2015
300			_axvi + 204 p. ; 23 cm
500			_atransforming B2B marketing to meet the needs of the modern buyer
505			_aThe issues that exist with modern demand generation _rLeading demand process transformation-- _rWhy transformations fails-- _rAction does not equal change-- _rChanging the marketing & sales mindset-- _rAligning content to your buyer-- _rAdapting the lead management process-- _rMeasuring for success-- _rOptimizing data and technology-- _rCreating an outcome : accountable culture-- _rManaging people through change-- _rThe need for change in demand generation-- _rChange ahead-- _rDemand generation glossary.--
520			_aCarlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.
590			_bIncludes bibliographical references (pages 191-200) and index.
630			_aHF COMMERCE _914
650		0	_aIndustrial marketing _92314
650		0	_aMarketing _xTechnological innovations _91127
650			_a Organizational change.
700			_aHidalgo, Carlos, _eAuthor
902			_a391
905			_am
912			_a2015-01-01
942			_a1
953			_d2016-12-20 13:22:24
999			_c1651 _d1651