B2B Marketing Communication in a Transformational Marketplace

Author(s): Don E. Schultz

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

B2B marketing and communication is a child of the industrial revolution, i.e., sell what you can make to anyone you can find.  Thus the marketing focus has been on outbound systems, customer acquisition, lead generation and sales force support.  Technology, customers, competitors, the rise of brands and today’s global and networked organizations, all have changed how B2B marketing must be planned, developed and conducted.  This chapter focuses on the need for shared value creation, a new service orientation, viewing customers as assets and income flows, marketing activity consumption and reciprocity as the drivers of B2B in the transformational marketplace.
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