Chapter 1

Fundamentals of B2B Marketing

Differences between B2B and B2C marketing

medium • 1 min read

Types of B2B customers and products

medium • 2 min read

Derived demand and bullwhip effect

medium • 3 min read

The B2B marketing environment

medium • 4 min read

Value creation in B2B markets

medium • 5 min read

Chapter 2

Organizational Buying Behavior

The buying center (Initiators, Influencers, Deciders, Buyers, Gatekeepers)

medium • 1 min read

Buy-grid model (New task, Straight rebuy, Modified rebuy)

medium • 2 min read

Stages in the organizational buying process

medium • 3 min read

Evaluating vendor performance

medium • 4 min read

Role of procurement and e-procurement

medium • 5 min read

Chapter 3

B2B Market Segmentation and Strategy

Macrosegmentation and microsegmentation strategies

medium • 1 min read

Targeting and positioning in B2B

medium • 2 min read

B2B branding strategies

medium • 3 min read

Product portfolio management in B2B

medium • 4 min read

New product development for industrial markets

medium • 5 min read

Chapter 4

B2B Pricing and Distribution

Pricing strategies (Competitive bidding, Value-based pricing)

medium • 1 min read

Price negotiation and contracts

medium • 2 min read

Industrial distribution channels

medium • 3 min read

Direct vs indirect sales forces

medium • 4 min read

Managing logistics and supply chains

medium • 5 min read

Chapter 5

B2B Communication and Lead Generation

Role of personal selling in B2B

medium • 1 min read

Trade shows, exhibitions, and industrial advertising

medium • 2 min read

Content marketing for B2B (Whitepapers, Webinars)

medium • 3 min read

Lead generation and lead scoring mechanisms

medium • 4 min read

Account-Based Marketing (ABM) strategy

medium • 5 min read