B2B Marketing Fundamentals : Drive Impact Across Brand, Reputation, Relationships and Revenue

Ready to build a strong foundation in B2B marketing and start delivering real results?B2B Marketing Essentials, written by B2B marketing expert Kate Mackie, is designed to help early career marketers understand how B2B marketing works.Clear and practical, this book breaks down proven marketing theories and frameworks tailored specifically to the B2B world, giving you the tools to develop effective strategies with confidence. You'll learn how to:- Understand key principles behind brand building, reputation, and relationships- Learn how AI and connected data drive actionable marketing insights- Discover how to communicate your marketing plans and results clearly across your business- Explore real-world examples from Barclays, Mishcon de Raya and The Marketing Society- And gain practical tips for linking marketing initiatives directly to revenue impactWith clear outcomes and beginner-friendly language, this guide empowers you to grow your skills and make a meaningful impact early in your marketing career. Themes include: B2B marketing basics, marketing strategy, AI in marketing, communication skills, real-world examples, career development