Business-to-Business Marketing (2nd Edition)

Selling products and services to business market may not be as exciting as selling consumer products like Apple iphone or Nike sneakers but more money is exchanged for selling to business buyers in comparison to consumer buyers. This along with the fact that some of the most valuable brands in world are operating in business markets (like Intel, GE, ABB) underscores the importance for Business-to- Business (B-to-B) marketing. Having realized its importance, researchers and practitioners have helped in building the theories and knowledge base, relevant for B-to-B marketing. Some of these theories articulate differences between consumer and B-to-B marketing, though a large number also say that many marketing principles apply for both of them. The authors of the book seem to be well aware of this dichotomy in literature and they have tried to address this issue in the way this book has been written. They start each of the topic by introducing the general principles of marketing and then moving on to describe principal theories which have been developed in B-to-B context.