Scope and Challenge of Business-to-Business Marketing

Scope and Challenge of Business-to-Business Marketing
By:

Synopsis

Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on technology, high level of customization, and order fulfillment mechanism), which distinguish business-to-business marketing. These linkages give rise to unique challenges in analysis and execution of marketing decisions. After these challenges are discussed the organization is explained. The three core sections, following this introductory section, reflect the product life cycle theme: Managing New Products, Managing Mature Products, and Managing Product Market Diversity.

Copyright:
1994 HBS

Book Details

Book Quality:
ISBN-13:
Publisher:
Harvard Business Publishing
Date of Addition:
Language:
English
Categories:
Business and Finance, Nonfiction,
Usage Restrictions:
This is a copyrighted book.