The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!

Uwe G. Seebacher ()

Chapter 2 in B2B Marketing, 2021, pp 31-52 from Springer

Abstract: Abstract When one deals with the concept of industrial goods marketing today, one must be aware of how rapidly this discipline is developing. This development is underpinned by the rapidly increasing number of approaches, concepts, and information technology solutions, but above all by the new definitions and terms that have come with them. Therefore, this chapter in the introductory section of this book will deal with the current ecosystem of business-to-business (B2B) marketing. The aim is to define and substantiate a congruent and consistent B2B marketing vocabulary for the entire work. This is to ensure that there are no differing conceptual allocations and thus no misunderstandings. It is important to mention that this overview of terms only claims to reflect the current state of knowledge and development. As already mentioned above, the knowledge discipline of industrial goods marketing is currently undergoing a process of change similar to a paradigm shift. Furthermore, we do not claim to be exhaustive, as different, divergent terms are sometimes used in industry for terms that are actually the same. For the B2B ecosystem in the context of this publication we will go into the essential, generally valid, and accepted terms and concepts and also limit ourselves to these.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_2

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