Business Marketing: The Theory and Practice of B2B

Abstract

The once predictable world of business marketing is changing. It is now a complex and challenging environment populated by an increasing number of channels, fast developing technology, the expectation that everything and everyone is accountable, and characterised by changing buyer behaviours and an emphasis on conversations and connectedness. Despite these complexities and challenges, at the root of business marketing remains the need to find, develop and maintain relationships. Accordingly, this book is anchored to two main principles, namely, generating demand and building fruitful marketing-based relationships. To drive demand, establish relationships that are of mutual value, and to weave a route through the various complexities, it is important to understand the nature and changing perspectives of B2B buyers. From this knowledge, organisations are better placed to create more buyer-centric demand generation strategies. This book is underpinned and shaped by these ideas. Demand generation issues are recognised throughout the book and a chapter is dedicated to understanding relationship marketing principles.