The Significance of Business-to-Business Marketing
Authors: Konstantoulaki, Kleopatra 
Rizomyliotis, Ioannis 
Kostopoulos, Ioannis 
Publisher: Springer International Publishing
Issue Date: 28-Jun-2017
Book: Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times 
Keywords: Business-to-business marketing, Differences between B2B and B2C, B2B marketing significance
Abstract: 
This chapter serves as an introduction to the role of B2B marketing in today’s business environment and stresses out its importance in the contemporary economy. In this context, the authors evaluate the role of marketing communication and refer to its growing importance in B2B area. This chapter also highlights the differences between way B2B and B2C markets and describes the way businesses operate and communicate in these markets, respectively. Finally, they delve into the particularities of B2B marketing and promotion, which they attempt to clarify with the use of examples.
ISBN: 978-3-319-58783-7
DOI: 10.1007/978-3-319-58783-7_1
URI: https://uniwacris.uniwa.gr/handle/3000/1179
Type: Book Chapter
Department: Department of Early Childhood Education and Care 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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