著者コメント

There is a lot of writing about sales lead generation out there--but I felt marketers could use an overview that reviews the subject from beginning to end.
So this book covers the subject in its entirety, from targeting, to campaign media planning, to offer development, to response management, and lead qualification and nurturing.
My only concern is that a few years have passed since its publication, and some things have changed in B2B marketing since it was written.