B2B marketing: a south-asian perspective

By:

Hutt, Michael D

Contributor(s):

Material type: Text

TextPublication details: Cengage Learning India Pvt. Ltd. New Delhi 2014Edition: 11thDescription: xxix, 522 pISBN:

9788131520796

Subject(s):

DDC classification:

658.804 HUT

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.

List(s) this item appears in: Marketing

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
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

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.804 ELL Business-to-business marketing: relationship, networks and strategies	658.804 ELL Business-to-business marketing: relationship, networks and strategies	658.804 ELL Business-to-business marketing: relationship, networks and strategies	658.804 HUT B2B marketing: a south-asian perspective	658.804 LIL Handbook of business-to-business marketing	658.804 MUR Case studies in B2B marketing	658.804 OCO B2B.com: cashing-In on the business-to-business e-commerce Bonanza	Next

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.

There are no comments on this title.

to post a comment.