Innovation in Business-to-Business Marketing

Whither Business-to-Business Marketing Education?

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

Using social media in business-to-business marketing

If business-to-consumer (B2C) marketing is the waves and the froth on the surface, business-tobusiness (B2B) is the ocean underneath. Considerably larger, substantially hidden, rather mysterious, containing poorly understood but powerful currents, and with un-plumbed depths. While B2C marketers, perhaps obsessed with the excitement and glamour of big budget TV advertising campaigns, came rather...

Trends in Internet-based business-to-business marketing

The Internet is changing the transactional paradigms under which businesses-to-business marketers operate. Business-to-business marketers that take advantage of the operational efficiencies and effectiveness that emerge from utilizing the Internet in transactions are outperforming firms that utilize traditional transactional processes. As an example, Dell computers, by utilizing business-to-bus...

Business Virtualization Influences Marketing Innovation: A Theoretical Perspective

The rise of Internet brings business to another competitive realm, or operation in conventional, physical marketplace heading for modern, virtual marketspace. Business managers often speculate on the business needs innovative form of operation under intensive change of environment. The alignment and transformation of the organizational structure should be actively reflected while a business has...

Sustainability and business-to-business marketing: A framework and implications