Reimagining branding for the new B2B digital marketplace

Debra Zahay, Don E. Schultz and Archana Kumar
Additional contact information
Don E. Schultz: Professor (Emeritus-in-Service) of Integrated Marketing Communications at the Medill School, Northwestern University, USA

Journal of Brand Strategy, 2015, vol. 3, issue 4, 357-372

Abstract: As digital technology is increasingly used to facilitate the business-to-business (B2B) buying process, the role of the salesperson in B2B branding appears to be diminishing. Instead of leading sales, marketing and branding conversations, the field sales force now commonly respond to a customer who has used digital technology to replace the information-providing role he or she formerly provided. This paper reviews the literature in B2B branding and suggests a radically different B2B marketing and branding framework to understand and manage the emerging buyer–seller relationships and the issues they raise. Recommendations for the new B2B interactive marketplace are made along with discussions on the reconceptualisation of what B2B brands and branding mean in this new age. A comprehensive research agenda for B2B branding is proposed to meet the challenges of this new marketplace.

Keywords: branding; digital marketplace; business-to-business marketing; sales forces; B2B branding; customer relationship management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3623/download/ (application/pdf)
https://hstalks.com/article/3623/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:3:i:4:p:357-372

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().