MARC details
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04539nam a22002417a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20190902140652.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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190902b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781118147849 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.872 |
| Item number |
GIN |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Ginty, Maura |
| 245 ## - TITLE STATEMENT |
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| Title |
Complete B2B online marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc. |
John Wiley & Sons, Inc. |
| Place of publication, distribution, etc. |
Hoboken |
| Date of publication, distribution, etc. |
2012 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xix, 262 p. |
| 365 ## - TRADE PRICE |
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| Price type code |
USD |
| Price amount |
39.99 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
TABLE OF CONTENTS<br/>Introduction xxi<br/><br/>Chapter 1 Understanding B2B Online Marketing 1<br/><br/>Why Online? 2<br/><br/>B2B Is Different 5<br/><br/>Developing Your Strategy 11<br/><br/>and Measurement 13<br/><br/>Chapter 2 Building a B2B Brand Online 17<br/><br/>Understanding Online and Using Digital to Build a Brand 18<br/><br/>Tactical Guide to B2B Branding Online 21<br/><br/>Go Identify Your Audience 29<br/><br/>Determining Your Content Strategy 32<br/><br/>Chapter 3 Search Engine Optimization: Outranking Your Competitors 37<br/><br/>What Is SEO? 38<br/><br/>The Wagging Tail of Keywords 41<br/><br/>Squeezing the Juice Out of Links 48<br/><br/>Designing for Optimal Results 52<br/><br/>Chapter 4 Using Paid Online Media in the B2B Marketplace 57<br/><br/>Search Engine Marketing 58<br/><br/>B2B Strategies for Paid Search 62<br/><br/>Display Advertising for B2B 69<br/><br/>Social Media Advertising 74<br/><br/>Chapter 5 Search and Social Media for Online PR 81<br/><br/>Overview of Traditional B2B PR 82<br/><br/>How Online PR Is Different 84<br/><br/>Three B2B Online PR Case Studies 90<br/><br/>Chapter 6 Social Media 101<br/><br/>Social Media Listening 102<br/><br/>Exploiting Your Resources 108<br/><br/>Social Engagement 115<br/><br/>Chapter 7 Optimizing with Metrics 121<br/><br/>Aligning Analytics with the Goals of Your Site 122<br/><br/>The Basics of Analyzing Metrics 122<br/><br/>Key Performance Indicators and Other Meaningful Reports .125<br/><br/>Wash, Rinse, and Repeat to Improve Your Site 126<br/><br/>Testing for Ongoing Optimization 133<br/><br/>Should It Stay or Should It Go? 135<br/><br/>Social Media Metrics 136<br/><br/>Chapter 8 Conversion Rate Optimization and Usability 141<br/><br/>Web Usability and CRO: Similarities and Differences 142<br/><br/>Where to Start: Stages for Usability and CRO 142<br/><br/>Key B2B Conversions 149<br/><br/>Getting Started with Usability Practices 152<br/><br/>Building Blocks for Usability 156<br/><br/>Chapter 9 Integrating Online with Offl ine Marketing 159<br/><br/>Can Events and Online Marketing Ever Join Forces? 160<br/><br/>Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174<br/><br/>Chapter 10 Managing Your Leads: Automation and Nurturing 181<br/><br/>Basics of Marketing Automation 182<br/><br/>Lead Nurturing 183<br/><br/>Basics of B2B Email Marketing 198<br/><br/>Chapter 11 Integrating Marketing with CRM 203<br/><br/>Understanding Your CRM 204<br/><br/>Types of Data Integration 205<br/><br/>Marketing Automation and CRM 208<br/><br/>Must-Have CRM Metrics 215<br/><br/>Chapter 12 The Overall Marketing Mix 217<br/><br/>Marketing Mix Framework 218<br/><br/>Digital vs Traditional Investments 220<br/><br/>What Mix Is Most Effective? 221<br/><br/>Sometimes You Can't Predict the Future 227<br/><br/>Integrating New Forms of Marketing into the Mix 232<br/><br/>Glossary 241<br/><br/>Index 247 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
Learn to take full advantage of search and social media for B2B marketing<br/>Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more.<br/><br/>B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies<br/>This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages<br/>Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success<br/>Covers measuring results, improving web site usability, using metrics, and nurturing leads<br/>Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Industrial marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Internet marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Digital media |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Vaccarello, Lauren |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Leake, William |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |