Who should read this
Marketing education and training, in the UK, is largely focussed on consumer marketing with little emphasis on business-to-business (b2b) marketing. This canon aims to redress the balance ? by providing a reference source with up to date case studies for practitioners in this field ? and to act as a catalyst for further discussion on best practice.
A personal view from the M2B project leader - Simon Kelly
View the M2B project introduction and find out more about the rationale behind the project and what it seeks to achieve, by selecting one of the video clip links below:
Who should read this
The Marketing to Business (M2B) canon is aimed at practitioners who want to get to grips with the latest marketing tools and techniques available in order to improve the effectiveness of their b2b marketing.
The canon will be a clear description of the key knowledge, background, skills and processes which a marketing professional should have available to apply to his/her work.
It will be of immediate use to:
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Marketing and sales professionals
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Training and development staff
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Owner managers and business winning staff of small-medium enterprises (SMEs), and
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Aspiring marketers and sales staff
Here you will find:
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A review of current practice.
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The latest tools, models and techniques explained.
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Case study examples - b2b best practice in the real world.
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Web links and recommended b2b marketing resources for further investigation.
About the authors
Leading marketing practitioners, academics and consultants have been brought together to make up the m2b canon project group. Including representatives from major companies practicing b2b sales, for example: AMEC, BAeSystems, British Airways, BT, Consignia, Corus, Cranfield University, The Henley Centre, IBM, Rolls-Royce, Shell and Unisys.
For more information on the project group, click here.