Essential B2B Marketing Strategies : Theories, Cases and Concepts for a Contemporary World

• Main Author: Chowdhury, Naushaba
• Other Authors: Balaraman, Pravin, Liu, Jonathan, Sirkeci, Ibrahim, Wilson, Jonathan A. J.
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer Nature Switzerland : Imprint: Palgrave Macmillan, 2025.
• Edition: 1st ed. 2025.
• Subjects: Marketing; elektronické knihy; electronic books
• ISBN: 9783031911040; 9783031911033
• Physical Description: 1 online zdroj

This textbook equips readers with a clear understanding of how B2B markets have evolved in recent years, from the traditional focus on product development to more targeted approaches that focus on relationships, digitalization, innovation and sustainability. Exploring the relevant theories behind th...