Essential B2B Marketing Strategies : Theories, Cases and Concepts for a Contemporary World

by Naushaba Chowdhury, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, Jonathan A.J. Wilson

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.

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Year of publication:	2025
Authors:	Chowdhury, Naushaba ; Balaraman, Pravin Kumar ; Liu, Jonathan ; Sirkeci, Ibrahim ; Wilson, Jonathan A. J.
Publisher:	2025.: Cham : Springer Nature Switzerland 2025.: Cham : Imprint: Palgrave Macmillan
Subject:	B2B Markets \| customer journey \| servitization \| B2B Organizations \| undergraduate \| postgraduate \| contemporary marketing strategies \| manufacturing \| B-to-B-Marketing \| Business-to-business marketing \| Marketingmanagement \| Marketing management \| Lieferantenmanagement \| Supplier relationship management \| Marketing

Extent:	1 Online-Ressource (XXVII, 232 p. 50 illus., 41 illus. in color.)
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-031-91104-0 ; 978-3-031-91103-3 ; 978-3-031-91105-7
Other identifiers:	10.1007/978-3-031-91104-0 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10015416341