Scope and Challenge of Business-to-Business Marketing

Identify six key links that differentiate business-to-business marketing; three in relation to the external environment (i.e. inferred demand, complex purchasing process and concentrated customer base) and three in relation to the internal organization (focus on technology, high degree of customization and order fulfillment mechanism) that characterize business-to-business marketing. These partnerships create unique challenges in marketing analysis and decision making. After discussing these challenges, the organization is explained. The three main sections that follow this introductory section reflect the product lifecycle theme: New Product Management, Mature Product Management, and Product Market Diversity Management.

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