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B2B Marketing Communication in a Transformational Marketplace - Abstract


Don Schultz (, Northwestern University


B2B marketing and communication is a child of the industrial revolution, i.e., sell what you can make to anyone you can find. Thus the marketing focus has been on outbound systems, customer acquisition, lead generation and sales force support. Technology, customers, competitors, the rise of brands and today’s global and networked organizations, all have changed how B2B marketing must be planned, developed and conducted. This chapter will focus on the need for shared value creation, a new service orientation, viewing customers as assets and income flows, marketing activity consumption and reciprocity as the drivers of B2B in the transformational marketplace.

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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