B2B Marketing A Guidebook for the Classroom to the Boardroom

Part I: Basics and Theories: A Good Base Is Half the Rent -- 1. The Big Picture: Why the Going Gets Tougher! -- 2. The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms! -- 3. The B2B Marketing Maturity Model: What the Route to the Goal Looks Like! -- 4. MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions -- Part II: Practical Concepts and Models: Applied Science from the Experts -- 5. B2B Marketing Strategy: Finding the Needle in the Haystack -- 6. The Marketing Canvas: A Template for Powerful Go to Market Strategies -- 7. To Brand or Not to Brand: An Introduction to B2B Branding -- 8. Marketing Automation: Defining the Organizational Framework -- 9. Marketing Automation: Exploring the Process Model for Implementation -- 10. Successful Lead Management: Nothing's Gonna Stop Us Now -- 11. Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator -- 12. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey -- 13. Content Marketing Process: Embrace Art and Science -- 14. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing -- 15. Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World -- 16. From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content -- 17. Strategic Account-Based Marketing: How to Tame This Beast -- 18. Social Media in B2B: The New Kids on the Block -- 19. Social Selling in B2B: How to Get Jump Started -- 20. Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media -- 21. Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market -- Part III: Case Studies and Showcases: Applied Success Featuring the Ambitious -- 22. Finding the Right Path: A B2B Marketing Journey SME Showcase -- 23. Digital Transformation in Shipping: The Hapag-Lloyd Story -- 24. Choosing the Right Marketing Automation Platform: A SME Success Story -- 25. How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions--Case Energy Industry -- 26. Marketing and Sales Excellence: A Practical Showcase for Organisations -- 27. Marketing and Sales Excellence: A Practical Showcase for Organisations -- 28. User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry -- 29. Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence -- 30. Central Business Intelligence: A Lean Development Process for SMEs -- 31. From Zero to Hero: B2C Practice as Revenue Generator in B2B -- 32. 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide -- Part IV: Closing -- 33. What Did This Guidebook Present, and Where Does It Go from Here?.