Driving demand
Subtitle: transforming B2B marketing to meet the needs of the modern buyer
By: Carlos Hidalgo
Edition: First edition.
Published: 2015
Language: eng
Number of pages: 204
ISBN-13: 9781137526786
Copyright date: 2015
Subjects: Marketing; Technological innovations; Industrial marketing; Organizational change
Notes: Includes bibliographical references and index.
Table of contents: title: The issues with modern demand generation; title: Leading demand process transformation; title: Why transformation fails; title: Action does not equal change; title: Changing the marketing and sales mind-set; title: Aligning content to your buyer; title: Adapting the lead management process; title: Measuring for success; title: Optimizing data and technology; title: Creating an outcome : accountable culture; title: Managing people through change; title: The need for change; title: Change ahead; title: Demand process glossary.