Marketing Theories under the B2B Lens

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 2 in Essential B2B Marketing Strategies, 2025, pp 13-31 from Springer

Abstract: Abstract B2B marketingB2B marketing theoriesMarketing theories have only received attention in academia in the later part of the twentieth century. Although the practicePractice of B2B transactions has existed over several centuries, there was very little interest in the study of the subject. Most textbooks and journals show that the very first acknowledgement of B2B marketingB2B marketing practicesPractice dates back to 1899, when a businessman by the name Wanamaker transformed the B2B interactions amongst the B2B partners. It is important to understand that although the interactions occur between businesses, the decisions are still made by peoplePeople. Their valuesValue, motives, intentions, and intuitions are still at play when making decisions. These influencing factors may be influenced by corporate valuesValue and strategiesStrategy, they are, however, still decisions made by individuals or a group of individuals under certain circumstances.

Date: 2025
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DOI: 10.1007/978-3-031-91104-0_2

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