B2C Sales and Marketing Mastery

This authoritative guide provides a future-facing look to inform business executives about the rapidly evolving B2C landscape and the dynamics that make it distinct from B2B and B2G models. The author offers a global perspective and a simplistic analysis of what is a quite complex B2C ecosystem, albeit one with a few key underpinnings that resonate emotionally with the audience the message is meant for, and from whom the author hopes to get buy-in for the changes he wants this audience to undertake. The book highlights some of the fundamental marketing precepts that must still apply today, even as segmentation becomes ever more precise and branding becomes ever more innovative and global. In its most practical sections, the book offers a detailed roadmap for executives. They will find the performance metrics, the ethical data use guidelines, and the design principles for integrated measurement systems that serve the marketing discipline. Ultimately, the book makes a strong case for achieving a balance between technology and age-old principles. It prompts leaders at the C-suite level to achieve in tandem agility, innovation, and cultural relevance—fitting these three dynamic qualities into a coherent B2C framework that delivers not only transactions but also lasting brand loyalty in an ever more complicated and competitive world.