Marketing Reading: Business-to-Business Marketing
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- Synopsis
- "Business-to-Business Marketing" provides a comprehensive review of the fundamental concepts and theories related to aspects of business-to-business (B2B) marketing. B2B marketing refers to exchanges of goods and services between institutions rather than to individuals or end consumers. Compared to business-to-consumer (B2C) marketers, B2B marketers face distinct challenges rooted in the nature and needs of customers' buying criteria, purchasing processes, and strategic considerations. This Reading discusses five core elements of B2B marketing: 1. Links between business-to-business marketing and business strategy. 2. The impact of market and account selection. 3. The complexity of buyer behavior. 4. The need to understand and communicate buyer benefits. 5. The importance of organizational alignment.
- Copyright:
- 2014
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 12/11/17
- Copyrighted By:
- Harvard Business School Publishing - Higher Ed
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.