B2B marketing: a south-asian perspective
Material type:
TextPublication details: New Delhi Cengage Learning India Pvt. Ltd. 2014 Edition: 11thDescription: xxix, 522 pISBN: 9788131520796Subject(s): Industrial marketing--Management | Marketing -- Management | Industrial marketing -- Management -- Case studiesDDC classification: 658.804 Summary: Marketing to businesses is fundamentally different from marketing to individual consumers. Business to business (B2B) marketing usually involves a much longer and multifaceted sales cycle. Additionally, decision makers are usually highly involved as the stakes are high. Understanding the B2B process is vital for the success of businesses as there is increasing burden on managers to provide concrete results. Thus, decision making in the B2B context may be understood as individual psychology, small group psychology, or a large group psychology. Consequently, it is important to use apposite strategies to engage B2B customers.
Typically, B2B marketing encompasses marketing to both for-profit and non-profit businesses. Not-for-profit businesses include both government and non-government organizations. Thus, the B2B marketing process is longer and is largely driven by relationship marketing. Buying decisions are made more rationally as there are multiple influencers involved in decision making.
The demand can be for both B2B products and services. The B2B demand is both derived and joint, making it less elastic as compared to the demand for B2C products and services. Thus, B2B transactions are usually larger compared to B2C transactions, thus justifying a more direct and frequent contact between buyers and sellers.
The aforementioned existing difference between B2C and B2B marketing has led to the evolution of a new stream in marketing, i.e., B2B marketing. This book, B2B Marketing, eleventh edition, offers a comprehensive learning of various facets of B2B marketing and is meant to meet the requirements of management and commerce students of various universities across the country.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
|
Indian Institute of Management LRC General Stacks | Marketing | 658.804 HUT (Browse shelf(Opens below)) | 1 | Checked out | 03/04/2024 | 000470 |
Table of Content
Chapter 1 A Business Marketing Perspective
Chapter 2 Organizational Buying Behavior
Chapter 3 Customer Relationship Management Strategies for Business Markets
Chapter 4 Segmenting the Business Market and Estimating Segment Demand
Chapter 5 Business Marketing Planning: Strategic Perspectives
Chapter 6 Business Marketing Strategies for Global Markets
Chapter 7 Managing Products for Business Markets
Chapter 8 Managing Innovation and New Industrial Product Development
Chapter 9 Managing Services for Business Markets
Chapter 10 Managing Business Marketing Channels
Chapter 11 Supply Chain Management
Chapter 12 Pricing Strategies for Business Markets
Chapter 13 Business Marketing Communications: Advertising and Sales Promotion
Chapter 14 Business Marketing Communications: Managing the Personal Selling Function
Chapter 15 Marketing Performance Measurement
Chapter Cases
Comprehensive Cases
Name Index
Subject Index
Marketing to businesses is fundamentally different from marketing to individual consumers. Business to business (B2B) marketing usually involves a much longer and multifaceted sales cycle. Additionally, decision makers are usually highly involved as the stakes are high. Understanding the B2B process is vital for the success of businesses as there is increasing burden on managers to provide concrete results. Thus, decision making in the B2B context may be understood as individual psychology, small group psychology, or a large group psychology. Consequently, it is important to use apposite strategies to engage B2B customers.
Typically, B2B marketing encompasses marketing to both for-profit and non-profit businesses. Not-for-profit businesses include both government and non-government organizations. Thus, the B2B marketing process is longer and is largely driven by relationship marketing. Buying decisions are made more rationally as there are multiple influencers involved in decision making.
The demand can be for both B2B products and services. The B2B demand is both derived and joint, making it less elastic as compared to the demand for B2C products and services. Thus, B2B transactions are usually larger compared to B2C transactions, thus justifying a more direct and frequent contact between buyers and sellers.
The aforementioned existing difference between B2C and B2B marketing has led to the evolution of a new stream in marketing, i.e., B2B marketing. This book, B2B Marketing, eleventh edition, offers a comprehensive learning of various facets of B2B marketing and is meant to meet the requirements of management and commerce students of various universities across the country.
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