This part consists of two chapters that introduce the two main themes of the book: business to business (B2B) marketing and information systems and technology (IS&T). These chapters are designed to provide a thematic platform on which the rest of the book builds. Chapter 1 introduces the fundamental characteristics of B2B markets and considers the nature, size and dynamics of the sector. Reference to the consumer market is made to highlight both the differences and similarities between the two fields and approaches. The main objective of this chapter is to set out the essential characteristics and importance of B2B marketing, the pivotal aspects of value creation and interorganisational relationships. This enables readers unfamiliar with the B2B market to become conversant with topics that are developed and explored in subsequent chapters of the book. [download]
Format : Ebook.Pdf
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