ENGLISH

Individuals in B2B Marketing

By Maria Ivanova-Gongne , Lasse Torkkeli , Nikolina Koporcic , Wilhelm Barner-Rasmussen (eds.)

Book information

Publisher
Routledge
Year
2024
ISBN
1032482206, 9781032482200
Language
english
Format
PDF
Filesize
9 MB (9555186 bytes)
Series
Routledge Studies in Marketing
Pages
276\276
Orientation
portrait
Paginated
yes
Scanned
no
Time added
2024-09-10 02:47:00

Description

The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment. This book will provide practical implications on the topics in focus, which will bring the role and importance of individuals to the fore in the understanding of how B2B marketing works. It introduces readers to the role of embedded individual managers in developing and changing business systems and networks and consists of three core sections: cognition (individual sensemaking within a business environment), action (decision-making in business networks), and finally, contextualization (interrelation between micro- and macro-levels). Each section is supported with case studies to exemplify the research ideas presented. Individuals in B2B Marketing offers a comprehensive investigation into this much overlooked topic and will be a valuable resource for marketing, entrepreneurship, and international business scholars and graduate students in particular.

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