What Did This Guidebook Present, and Where Does It Go from Here?

Abstract

It was our common goal to summarize the current state of knowledge in B2B marketing in an aggregated and clearly structured way in this publication. It was our intention to create a compilation for theory and practice, because B2B marketing is hard work day after day. Especially in the current times of massive change, not only in the economy, but especially in the area of industrial goods marketing, B2B marketers are faced with enormous opportunities but also challenges. Above all, it is also about the responsibility of B2B marketers in relation to the companies they work for. It is up to B2B marketers alone to draw attention to the enormous possibilities of modern and well structured marketing in the industrial sector. As experts in this field, it can only be the responsibility of B2B marketers to carry this information into the organizations. However, this will and can only be successful in the long term if this change process is implemented in a gradual, professional, reflective, structured, and transparent manner.