The Library Leadership Group is delighted to invite you to the online book launch of Business-to-business omnichannel marketing: Technology enabled customer-centricity, the latest title to be published with Western Open Books. This textbook offers an accessible and practice-oriented introduction to omnichannel marketing in the B2B context, demonstrating how technology, customer insight, and strategic thinking converge to create seamless customer experiences. By integrating contemporary case studies with strong theoretical foundations, the book enables students and practitioners to understand not only what omnichannel marketing is, but also why it matters and how it is implemented in real-world business environments. It explores the challenges faced by B2B buyers in increasingly complex multichannel settings, while also examining how supplier organisations are transitioning toward true omnichannel capabilities. The book provides a comprehensive coverage of key areas, including omnichannel customer experience, customer journey mapping, brand communities, value chain management, omnichannel strategy development, Customer Relationship Management implementation, and the integration of personal and digital channels, making it an essential resource for those seeking to navigate and succeed in the evolving landscape of B2B marketing.

What to expect

Whether you're a university student or just interested in marketing, this event offers valuable insights into business-to-business omnichannel marketing. Don't miss this opportunity to gain valuable knowledge and engage with thought leaders on this important topic.

Mark your calendars and join us for an enlightening afternoon.

Enquiries: Lucy Walton, Open Publishing Librarian, Western Sydney University

Textbook link: https://doi.org/10.61588/LGWZ3655