{"product_id":"9781399429948","title":"Future of B2B Marketing Harnessing AI to unlock smarter decisions","description":"\u003ch1\u003eFuture of B2B Marketing\u003c\/h1\u003e\u003ch2\u003eHarnessing AI to unlock smarter decisions\u003c\/h2\u003e\u003ch3\u003eLuan Wise\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003e\u003cb\u003eB2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e Written by a seasoned industry practitioner, \u003ci\u003eThe Future of B2B Marketing \u003c\/i\u003eoffers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey – from capturing awareness from the right audience and generating quality engagement through to optimizing measurement and performance.\u003cbr\u003e\u003cbr\u003e It serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing.\u003cbr\u003e\u003cbr\u003e Combining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively – and ultimately make smarter decisions.\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\n\u003cb\u003eLuan Wise \u003c\/b\u003ehas over 25 years of agency, client-side, and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM), and is currently pursuing a PhD by Portfolio at the University of Lancashire. Alongside consultancy projects, Luan delivers industry talks and training workshops for professional bodies, university business schools, and organizations across the world.\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e26 January 2027\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Business\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781399429948\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e288\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e16.0\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Bloomsbury Academic","offers":[{"title":"Default Title","offer_id":51331978887308,"sku":"9781399429948","price":30.6,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/getimage_f050318c-1228-4bc1-a104-dfc7c00c5072.jpg?v=1783600671","url":"https:\/\/lateknightbooks.com\/products\/9781399429948","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}