The Fundamentals of Business-to-Business Sales & Marketing

by John H. Coe

B2B sales and marketing executives have been hard-hit by increasing sales demands, plummeting budgets, and highly touted techniques that promise more than they deliver. The Fundamentals of Business-to-Business Sales & Marketing shows executives how to integrate traditional B2B selling methods with effective and proven new technologies. Covering database marketing, microclustering, accurate ROI measurement, and more, this no-nonsense book provides a dynamic, hands-on approach for selling more while spending less, and meeting today's relentless revenue and margin demands.

Genres: Business

208 pages, Hardcover

First published August 29, 2003

Reviews

[Ben Nicholson]

Pretty trash but could also just be because it’s based on when email was just invented.

[Mehdi]

Highly technical, and I felt it was a bit vague on actual solutions, preferring instead to give a general sense of direction. This is good for someone with an established marketing department and plan, but it wasn't the strong introduction to this kind of marketing as I thought it would be. Still, some very good advice, and I do hope to reread it in the future when I might wish to directly apply its ideas into my work.

[Lori Grant]

A should-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.

[Bryan]

Pretty basic and outdated

[Aasim Waheed]

good intro to B2B sales and marketing