| Document Type
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BL
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| Record Number
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663181
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| Doc. No
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dltt
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| Main Entry
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Hidalgo, Carlos, (Economist)
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| Title & Author
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Driving demand : transforming B2B marketing to meet the needs of the modern buyer /\ Carlos Hidalgo.
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| Edition Statement
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First edition.
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| Publication Statement
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New York, NY :: Palgrave Macmillan,, 2015.
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| Page. NO
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1 online resource.
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| ISBN
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9781137526809
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: 1137526807
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9781349559060
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9781137526786
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1137526785
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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The issues with modern demand generation -- Leading demand process transformation -- Why transformation fails -- Action does not equal change -- Changing the marketing and sales mind-set -- Aligning content to your buyer -- Adapting the lead management process -- Measuring for success -- Optimizing data and technology -- Creating an outcome : accountable culture -- Managing people through change -- The need for change -- Change ahead -- Demand process glossary.
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| Abstract
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Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.
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| Subject
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Industrial marketing.
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| Subject
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Marketing-- Technological innovations.
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| Subject
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Organizational change.
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| Dewey Classification
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658.8/04
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| Added Entry
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Ohio Library and Information Network.
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Springer-Verlag.
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