Exploring B2B Marketing Strategies

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 4 in Essential B2B Marketing Strategies, 2025, pp 51-71 from Springer

Abstract: Abstract There are several marketing strategiesMarketing strategy that organizations practicePractice that are aligned to their business goals and objectives with the fundamental intent of gaining competitive advantageCompetitive advantage. Over the years, with the changing external environment and internal survival instincts, organizations have adapted to new strategiesStrategy which have been research topics that academia has delved into. In this chapter, some of the contemporary strategiesStrategy that have taken precedence in the evolving business environmentBusiness environment will be discussed to equip the reader as a part of grasping the evolution of thought of a service centricService centric approach.

Date: 2025
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DOI: 10.1007/978-3-031-91104-0_4

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