Abstract
This chapter serves as an introduction to the role of B2B marketing in today’s business environment and stresses out its importance in the contemporary economy. In this context, the authors evaluate the role of marketing communication and refer to its growing importance in B2B area. This chapter also highlights the differences between way B2B and B2C markets and describes the way businesses operate and communicate in these markets, respectively. Finally, they delve into the particularities of B2B marketing and promotion, which they attempt to clarify with the use of examples.
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Rizomyliotis, I., Konstantoulaki, K., Kostopoulos, I. (2017). The Significance of Business-to-Business Marketing. In: Business-to-Business Marketing Communications. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-58783-7_1
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DOI: https://doi.org/10.1007/978-3-319-58783-7_1
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