B2B brand communications have changed little in the last 25 years, until now. This book combines experience, insight, anecdote, observation and example to demonstrate how businesses can dramatically improve their creative communication and the value of their brands.

“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Get tactical insight from the top business-to-business branding experts—and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience. This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. Features essential up-to-date strategies for keeping your brand fresh and enduring Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands Incorporates best practices for emerging markets With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.

Business Marketing is an academic textbook written from a marketing management perspective. It is about the marketing methods, issues and principles associated with the relationships and interactions between organisations.

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

Entrepreneurship and Post-Pandemic Future illuminates entrepreneurship in the African setting, focusing on the prospects, challenges as well as the post-pandemic future and captures insights on the impact of Covid-19, the containment strategies that businesses are embracing to cope, and the post-pandemic future.

Environmental and sustainable development concerns permeate numerous aspects of society, including economic activity. Many countries now run their economies based on such sustainable economic structures to improve production models and overall living conditions. Green Economic Structures in Modern Business and Society discusses the implementation of environmentally friendly models in contemporary economies, as well as the development and evolution of such strategies in recent years. Focusing on theoretical frameworks, empirical research findings, and key methodologies, this book is a pivotal reference source for academicians, advanced-level students, and professionals within the growing field of green economics.

As an annual event, THE 2ND INTERNATIONAL CONFERENCE ON ADVANCE & SCIENTIFIC INNOVATION 2019 continued the agenda to bring together researcher, academics, experts and professionals in examining about Scientific Innovation in technology, education, management, accounting and many aspect area. In 2019, this event held in 18 July 2019 at Politeknik Kutaraja, Banda Aceh, Indonesia. This ICASI Proceeding 2019 are published along with article from ICASI 2018 and each contributed paper was refereed before being accepted for publication. The double-blind peer reviewed was used in the paper selection.

The questionable practices and policies of many businesses are coming under scrutiny by consumers and the media. As such, it important to research new methods and systems for creating optimal business cultures. Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications is a comprehensive resource on the latest advances and developments for creating a system of shared values and beliefs in business environments. Featuring extensive coverage across a range of relevant perspectives and topics, such as organizational climate, collaboration orientation, and aggressiveness orientation, this book is ideally designed for business owners, managers, entrepreneurs, professionals, researchers, and students actively involved in the modern business realm.

Hello. You’re a B2B SaaS marketer, right? Yeah, I thought I recognised you. What are you working on? What’s that? “Whatever the sales team needs to close the next deal?” It’s hard, right? The maniacal race to convert leads is an addiction for B2B tech companies. But such deal-driven focus means your marketing looks identical to that of your growing competitor set: complex, technical, boring, product-led sales messages spewed onto another whitepaper. It’s self-sabotage: ‘fail to differentiate, blend in, become invisible’. Sound familiar? Try being braver. Boring2Brave is a step-by-step guide to showing how B2B marketing done differently will increase your influence and ‘10X’ results. Stop being measured in metrics you’ve always known are meaningless and start building your company’s brand and value. Get off the treadmill. This book will equip you to inject audacity, invention and white-hot competitive advantage into your B2B marketing. Just by being brave. A former editor of Marketing Week Magazine, Mark Choueke’s 20-year career at the heart of global B2B marketing has seen him grow more than 50 B2B technology companies across the world.

B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans. Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.