المجلة الدولية للدراسات التسويقية
Volume 1, Numéro 1, Pages 186-198
2017-12-01

Business-to-business Marketing: Current Challenges And Emerging Opportunities



Authors : Mohamed Bellal .

Abstract

This paper would outline the importance of business-tobusiness marketing in today’s challenge environment. Efficient business-to-business marketing requires understanding of the B2B marketing context and its specifies. The changing environment, the lack of domain knowledge and many other hurdles and obstacles continuously create new challenges for the management of B2B marketing. In the paper we will examine the specifies of B2B marketing and the paper consist of two main parts: the theoretical foundation and the main accomplishments and challenges facing B2B marketing, and the looking forward of future perspectives. Based on the literature review – we conclude that evidently, in an industrial environment largely the same principles of consumer marketing hold. However, there are a number of important differences between practices in a consumer environment and in a business environment. The paper closes with highlighting promising future research avenues.

Keywords

marketing, business to business marketing, business hurdles.

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