The Challenging and Changing B2B Landscape

Naushaba Chowdhury (), Pravin Balaraman (), Jonathan Liu (), Ibrahim Sirkeci () and Jonathan A. J. Wilson ()
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Naushaba Chowdhury: University of the West of Scotland
Pravin Balaraman: University of the West of Scotland
Jonathan Liu: University of Wales
Ibrahim Sirkeci: International Business School
Jonathan A. J. Wilson: Regent’s University London

Chapter Chapter 1 in Essential B2B Marketing Strategies, 2025, pp 1-11 from Springer

Abstract: Abstract This book addresses the contemporary B2B marketingB2B marketing landscape, the concepts, and theories relevant to the changing business environmentBusiness environment with a key focus to the escalation of Services MarketingServices marketing in B2B. In comparison to research and literature of the development of B2CB2C, B2B marketing research has been somewhat limited, although the evolution in the B2B marketingB2B marketing landscape has accelerated over the years at the same pace. The significance of B2B marketingB2B marketing is not to be undermined as it serves a target audience that contributes to the business ecosystemBusiness ecosystem and often provides the foundational premise that fuels B2CB2C marketing.

Date: 2025
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DOI: 10.1007/978-3-031-91104-0_1

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