Business to Business Marketing: A Global Perspective

Business marketing encompasses marketing activities conducted by individuals or organizations. The term "business-to-business" or B2B refers to a commercial transaction between two businesses, wherein both parties hold similar negotiating power. Nevertheless, larger companies may enjoy advantages over smaller ones due to their greater commercial and informational resources. Two principal models in B2B marketing include the vertical B2B model and the horizontal B2B model. This textbook is a compilation of chapters that discuss the most vital concepts in the field of business to business marketing. Some of the diverse topics covered in this book address the varied branches that fall under this category. For someone with an interest and eye for detail, this textbook covers the most significant topics in the field of business to business marketing.