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Book Summary
About the Book: B2B Marketing: A South-Asian Perspective, 13th Edition
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.
Therefore, a growing number of business schools globally have added industrial
or
- ISBN-13
- 9789360532062
- Language
- English
- Binding
- Paper Back
- Publisher
- Cengage Learning India Pvt Ltd
- Publishing Date
- 2024-05
- Product Edition
- 13
- Total Pages
- 552
B2b Marketing : A South Asian Perspective
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Product Specifications
Book Summary
About the Book: B2B Marketing: A South-Asian Perspective, 13th Edition
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.
Therefore, a growing number of business schools globally have added industrial
or
Book Specifications
- ISBN-13
- 9789360532062
- Language
- English
- Binding
- Paper Back
- Publisher
- Cengage Learning India Pvt Ltd
- Publishing Date
- 2024-05
- Product Edition
- 13
- Total Pages
- 552