Business To Business Marketing [Hardcover]

Victor Hunter (Author), David Tietyen (Author)

Book Description

Publication Date: July 11, 1997 | ISBN-10: 0844232300 | ISBN-13: 978-0844232300 | Edition: 2

"In a highly competitive global marketplace, this idea of "creating a community of customers" is truly an intriguing and insightful way to do business--both short- and long-term." -- Dr. Stephen R. Covey Covey Leadership Center "At last . . . Hunter and Tietyen have written a "must-read" implemenation guide for business marketers!" -- Leonard A. Schlesinger George F. Baker, Jr., Professor of Business Administration Harvard University "This book is revolutionary. I'm convinced Vic Hunter and his associates have set the standard for business-to-business marketing in the 21st century." -- Bob Stone, Chairman Emeritus Stone & Adler, Inc. "What an exceptional book! . . . Truly innovative thinking and a must-read for any executive responsible for his or her company's marketing future." -- Chuck Tannen, President Target Conference Corporation "Two types of pioneers can alter the norms of how commerce succeeds: those who discover a better way and those who put that better way into practice. Hunter is one of the unique breed who meets both aspects of that definition. He has refined the art of database marketing and put it to use in solidifying business relationships." -- Edward L. Schmitz Director, New Business Development Shell Oil Products

Editorial Reviews

From the Back Cover

The need for a new way of doing business in today's customer-focused, customer-dominated marketplace is indisputable. The question isn't if, but how. The answers are here. Business to Business Marketing: Creating a Community of Customers is the first book to provide a comprehensive model for doing business in the new customer-focused environment and the practical guidance for implementing profitable, customer-driven marketing programs. It draws on Vic Hunter's twenty-plus years' experience to give you all the bottom-line-oriented help you need to:

• Identify and measure the key economics of customer retention and what they mean for your business plans.
• Develop an integrated approach to maximizing the value of every customer contact.
• Assess customer needs and match them with your organization's core competencies.
• Evaluate and coordinate all the elements of your communications programs.
• Use the ten keys to database success to maximize your information-gathering activities.
• Create a customer community center that builds on a set of shared values and needs.
• Retain and cultivate your best customers.
• Acquire new business and new customers more cost effectively.
• Link internal and external communities in a profitable chain of business relationships.

The need for a new way of doing business can be provided only by a new marketing vision. And that new vision is right here in Business to Business Marketing: Creating a Community of Customers.

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Product Details

• Hardcover: 352 pages
• Publisher: McGraw-Hill; 2 edition (July 11, 1997)
• Language: English
• ISBN-10: 0844232300
• ISBN-13: 978-0844232300
• Product Dimensions: 9.2 x 6 x 1.2 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 3.3 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #822,568 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 5 people found the following review helpful:

4.0 out of 5 stars Don't be fooled by the cliche title--This is a good book, May 14, 1998

By A Customer

This review is from: Business To Business Marketing (Hardcover)

I'm not sure I buy into all of this "community" language that seems to have cropped up with the growth of the internet, but I like this book.  What I like is Hunter's very specific treatment of issues like customer retention, account growth, and portfolio management.  Contains tables, worksheets, and case studies.

5 of 7 people found the following review helpful:

4.0 out of 5 stars Good resource guide for Industrial Marketeers, July 30, 1998

By A Customer

This review is from: Business To Business Marketing (Hardcover)

This book is worth adding to your library - while Hunter et al. do not bring a lot of new insights, they do a superior job of integrating concepts with tactics - I like their use of graphics and charts - this book was an easy read - and my copy was dog eared all over the place - a must have for todays Industrial marketing professionals.

3 of 9 people found the following review helpful:

2.0 out of 5 stars This Creating a Community Concept, It's Soft & Out of Date, May 22, 1998

By A Customer

This review is from: Business To Business Marketing (Hardcover)

My best advice for anyone even thinking about buying this book is .... click on and delete the wasteful and useless business concepts this book presents. Hunter and crowd are out of date and way out of touch with sound business reality.