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B2B Marketing

A Guidebook for the Classroom to the Boardroom

  • Book
  • © 2021


  • Introduces the fundamentals and state-of-the-art of B2B marketing
  • Demonstrates the use of tools and concepts using case studies
  • Curates a comprehensive resource for B2B marketing

Part of the book series: Management for Professionals (MANAGPROF)

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About this book

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book.

The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

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Table of contents (33 chapters)

  1. Basics and Theories: A Good Base Is Half the Rent

Editors and Affiliations

  • Graz, Austria

    Uwe G. Seebacher

About the editor

Uwe Seebacher, Ph.D. in Economics and Business Administration, is running the global marketing, communication, strategy, and analytics department for a global division of an Austrian based industry group. His professional experience spans over 20 years across several industry sectors like automotive, consulting, energy, and finance, among others. He is also a lecturer at many recognized business schools and universities including the FHWien der WKW (Austria). He has authored articles and books in many leading management publishing houses, for example, “Template driven Consulting” (Springer), “Strategic Workforce Management” (Harvard Business Manager), „Handbook Management Development“ (USP International), and “Management Development” (Linde Campus). 

Contributing Authors:

·         Andy Bacon, Bridge Associates

·         Jonathan Barrett, Publitek Ltd.

·         Alex Cairns, Move Marketing Ltd

·         Sönke Caro, STILL GmbH

·         Alexandra Ender, Hilti Deutschland AG

·         Beatrice Ermer, innogy SE

·         Klara Gölles, ANDRITZ AG

·         Jenny Gruner, Hapag-Lloyd AG

·         Fabienne Halb, ANDRITZ AG

·         Joel Harrison, B2B Marketing

·         Mark Herten, Publitek GmbH

·         Nils Horstmann, eviom GmbH

·         Kirsten Juliet Ives, moodley brand identity GmbH

·         Lutz Klaus, Marketing ROI Experts

·         Jens Kleine, innogy SE

·         Mike Kleinemaß, Thyssenkrupp Industrial Solutions AG

·         Lukas Kosuniak, Grow Consulting Sp. z o.o.

·         Olaf Mörk, Mörketing

·         Connor Moseler, Daimler AG

·         Alexander Mrohs           

·         Vera Muellner, ANDRITZ AG

·         Miroslav Negovan, Andritz AG

·         Markus Niehaus, innogy SE

·         Oliver Nolte, lead on GmbH

·         Stefan Prath, HAGE3D GmbH

·         Boris Ringwald, lead on GmbH

·         Mariana Romero Palma, ANDRITZ AG

·         Stefan Schulz, Brady Europe, Middle-East & Africa

·         Jochen Seelig, snapADDY GmbH

·         Lukas Strohmeier, ANDRITZ AG

·         Susanne Trautmann      

·         Markus Weinländer, Siemens AG

·         Sabrina Weiß, innogy SE

·         Stephan Wenger, AVL List GmbH

Bibliographic Information

  • Book Title: B2B Marketing

  • Book Subtitle: A Guidebook for the Classroom to the Boardroom

  • Editors: Uwe G. Seebacher

  • Series Title: Management for Professionals

  • DOI:

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

  • Hardcover ISBN: 978-3-030-54291-7Published: 04 May 2021

  • Softcover ISBN: 978-3-030-54294-8Published: 04 May 2022

  • eBook ISBN: 978-3-030-54292-4Published: 03 May 2021

  • Series ISSN: 2192-8096

  • Series E-ISSN: 2192-810X

  • Edition Number: 1

  • Number of Pages: XXVII, 755

  • Number of Illustrations: 249 b/w illustrations, 1 illustrations in colour

  • Topics: Marketing, Management, Sales/Distribution

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