Full Description
This textbook equips readers with a clear understanding of how B2B markets have evolved in recent years, from the traditional focus on product development to more targeted approaches that focus on relationships, digitalization, innovation and sustainability.
Exploring the relevant theories behind this evolution and providing an extensive understanding of contemporary marketing strategies, the book equips readers with a broad perspective of B2B marketing - the evolution, theories, concepts, and the external environment - that allows students to put theory into practice in both manufacturing and service sectors. Allowing for a holistic understanding of contemporary B2B practices, students will learn how to design a competitive marketing strategy for the current business environment.
Covering key topics such as the customer journey, branding, value co-creation and servitization, and with a wide range of case studies, this is an essential text for students at both undergraduate and post-graduate level.
Contents
Chapter 1: The Challenging and Changing B2B Landscape.- Chapter 2: Marketing Theories under the B2B Lens.- Chapter 3: B2B Marketing Mix.- Chapter 4: Exploring B2B Marketing Strategies.- Chapter 5: Ethics and Sustainability in B2B Marketing.- Chapter 6: Competitive Advantage through B2B Marketing.- Chapter 7: B2B Marketing in the Service Era.- Chapter 8: Servitization.- Chapter 9: B2B Marketing Technology.- Chapter 10: Leadership and People in B2B Marketing.- Chapter 11 Supply Networks in B2B.- Chapter 12: Artificial intelligence in B2B Marketing.
