Abstract
In today’s world, globalization presents significant benefits to companies worldwide. Globalization brings the opportunity to grow business sales in new markets, the advantage of more favourable trading regulations and new technological advances. However, globalization and technology advances make other factors in business to business (B-to-B) sales challenging, such as the increase in the level of sophistication and knowledge of the customers and their seeking of value.
This chapter offers a review of essential concepts in B-to-B sales to set the basis for the understanding of main B-to-B sales approaches. It also presents a new suggested sales approach path to sell high and low involvement industrial products along the stages of the product life cycle, and case studies that demonstrate the application of the key topics.
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Gomez Macfarland, H. (2021). B-To-B Sales Approaches. In: Martin, L. (eds) International Business Development. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-33221-1_10
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DOI: https://doi.org/10.1007/978-3-658-33221-1_10
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