TAILIEUCHUNG - THE BUSINESS-TO-BUSINESS MARKETING HANDBOOK

We live in a society that bombards consumers with messages, from pop-ups on computers, to on-line chat room links, to e-newsletters and e- blasts, to advertising in traditional media, all de- signed to build a “share of mind” for a product, service or social cause. marketing is at the heart of every successful brand, business, organization, and cause. marketing is not merely communica- tions. it is the sum presentation to the customer of a value equation that results in a sale or action. marketing is the process of identifying what the consumer needs, how the product or service can address that need, how. | The THE BUSINESS-TO-BUSINESS MARKETING HANDBOOK Center for Technical Communication 590 Delcina Drive River Vale NJ 07675 201 505-9451 rwbly@ A Note to the Reader The Business-to-Business Marketing Handbook is copyrighted by the Center for Technical Communication. No portion of this manual may be reprinted or reproduced in any way without the author s express written permission. Copyright 2012 by the Center for Technical Communication. All rights reserved. This is NOT a free e-book Purchase of this e-book entitles the buyer to keep one copy on his or her computer and to print out one copy only. Printing out more than one copy or distributing it electronically is prohibited by international and . copyright laws and treaties and would subject the purchaser to penalties of up to 100 000 PER COPY distributed. Center for Technical Communication. 2012 2 THE BUSINESS-TO-BUSINESS MARKETING HANDBOOK Table of Contents Chapter 1 B2B Marketing 1978 vs. Chapter 2 10 Tips for Increasing Landing Page Conversion Chapter 3 Are White Papers Dead .14 Chapter 4 The 6 Key Components of Effective B2B Chapter 5 Should B2B Copywriters Avoid Jargon .24 Chapter 6 5 Steps to Building a Large and Responsive Opt-In E-List of Qualified B2B Chapter 7 5 Modern Myths of B2B Chapter 8 Are Businesspeople Devoid of Emotion When Making Buying Decisions .39 Chapter 9 Marketing with Case Chapter 10 4 Simple Steps to Writing SEO Copy That Both Your Prospects and the Search Engines Chapter 11 What Works Best for B2B Lead Generation Inbound or Outbound Marketing .54 Chapter 12 Using Web Analytics to Drive Online Chapter 13 5 Ways to Boost B2B Direct Mail Response Chapter 14 A New Copywriting Formula the 4 C Chapter 15 What s Working in B2B Chapter 16 7 Rules for Content Chapter 17 Business-to-Business Headline Writing Chapter 18 The More You Tell the More You

• Marketing - Bán hàng
• Mileage Rate Factor
• Usage Based Premiums
• Distance Based
• Pricing Options
• Actuarial Accuracy
• Implementation Costs