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	Copy number	Status	Barcode
Book	IMI Delhi	658.8 HUT (Browse shelf(Opens below))	3	Available	G7653
Book	IMI Delhi	658.8 HUT (Browse shelf(Opens below))	4	Available	G7654
Book	IMI Delhi General stacks	658.8 HUT (Browse shelf(Opens below))	1	Available	21923
Book	IMI Delhi General stacks	658.8 HUT (Browse shelf(Opens below))	2	Available	21924

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Previous	658.8 HUN Marketing theory : the philosophy of marketing science	658.8 HUT B2B marketing : a South-Asian marketing	658.8 HUT B2B marketing : a South-Asian marketing	658.8 HUT B2B marketing : a South-Asian marketing	658.8 HUT B2B marketing : a South-Asian marketing	658.8 ICF(Ref.) ICFAI case studies in marketing	658.8 KAN Service management and marketing principles : competing in the service economy	Next

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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