B2B Marketing Mix

Chowdhury, Naushaba; Balaraman, Pravin; Liu, Jonathan; Sirkeci, Ibrahim; Wilson, Jonathan A. J.

B2B Marketing Mix

Naushaba Chowdhury (), Pravin Balaraman (), Jonathan Liu (), Ibrahim Sirkeci () and Jonathan A. J. Wilson ()
Additional contact information
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 3 in Essential B2B Marketing Strategies, 2025, pp 33-49 from Springer

Abstract: Abstract The Marketing Mix gained popularity in marketing literature in the 1960s and consists of the 4Ps of marketing, ProductProduct, PricePrice, Place and PromotionPromotion. Since then, the marketing mix has evolved with the inclusion of services into the 7Ps with the addition of PeoplePeople, ProcessProcess, and Physical Evidence. The literature has further expanded the concept with specific attention to customerCustomer focus to define the marketing mix with the 4Cs as CustomerCustomer, CostsCost, Convenience, and CommunicationCommunication. In the B2B ecosystem, the new marketing has adapted the 7Cs that will be explored further, these are ChannelsChannels of CommunicationCommunication, Content, Customer SolutionsCustomer solutions, Channels to MarketChannels to market, CollaborationCollaboration, CommunitiesCommunity, and CostsCost.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:sprchp:978-3-031-91104-0_3

Ordering information: This item can be ordered from
http://www.springer.com/9783031911040

DOI: 10.1007/978-3-031-91104-0_3

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().