B2B marketing : a South-Asian marketing

By:

Hutt, Michael D

Contributor(s):

Material type: Text

TextPublication details: New Delhi: Cengage Learning India Pvt. Ltd., c2024.Edition: 13th edDescription: xxiv, V. PagesISBN:

9789360532062

Subject(s):

DDC classification:

658.8 HUT

Summary: A different set of challenges and opportunities exist for the business-to-business (B2B) marketer, who intends to serve the needs of organizations rather than individuals/households. The B2B marketing process is longer and largely governed by relationship marketing. Buying behaviour is more rational and there are multiple decision influencers. Demand for B2B products and services is less elastic than B2C, thus transactions are more, necessitating a more frequent and direct contact between the buyer and seller. The B2B market represents a lucrative and complex market worthy of specialized analysis.

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Holdings
Item type	Current library	Call number	Status	Barcode
Book	International Management Institute New Delhi General stacks	658.8 HUT (Browse shelf(Opens below))	Available	21923
Book	International Management Institute New Delhi General stacks	658.8 HUT (Browse shelf(Opens below))	Available	21924

Includes bibliographical references and index.

A different set of challenges and opportunities exist for the business-to-business (B2B) marketer, who intends to serve the needs of organizations rather than individuals/households. The B2B marketing process is longer and largely governed by relationship marketing. Buying behaviour is more rational and there are multiple decision influencers. Demand for B2B products and services is less elastic than B2C, thus transactions are more, necessitating a more frequent and direct contact between the buyer and seller. The B2B market represents a lucrative and complex market worthy of specialized analysis.

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