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A High-Level Overview: A Value Perspective on the Practice of Business-to-Business Marketing - Abstract


Ralph Oliva (, The Pennsylvania State University


The term “marketing” is often associated with the “splash” advertising and media methods associated with getting consumers to buy. Marketing from one business to another – the challenge and opportunity faced by many high technology marketers – is a distinctly different, complex and intriguing mix of art and science. Business–to-Business Marketing (B-to-B) is a focused discipline which begins with a strong understanding of the concept of value, how the careful quantification of the many aspects of value typically involved in a B-to-B transaction. Business marketers ply their craft from value chain to value chain, with the business “buyer” often consisting of a web of many players inside the customer firm acting as a “buying center.” This chapter provides a high-level overview of the B-to-B marketing process – with special focus on some of key features, tools and approaches that make B-to-B its own unique discipline. Anyone involved in the management of technology should be at least conversant with the key concepts, processes, and language covered in this chapter.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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