Online introduction to the Business-toBusiness book from the author Ray Wright
(MBA, BA (Hons), DMS, MCIM, C.ed)
Over the past years business-to-business marketing, B2B, one business marketing products and
services to another for own usage, has been much less explored and investigated in its own right than
nearly all other marketing areas. Despite accounting for an enormous amount of business transaction at
home and around the world it has never secured the same attraction, in terms of books and articles
written and concepts studied, as business to consumer marketing. We suspect that this is because it
hasn’t, superficially at least, the same glamour as business marketing to end consumers, known as B2C.
Marketing, advertising and selling branded emotional products and services such as perfumes, cars,
chocolates, soap powders, fashion clothes, holidays and so on has an immediate and obvious attraction
because its tends to be constantly impinging on our every living moment whilst marketing chemicals,
component parts, aggregates and capital equipment and packing materials to other businesses seems
not to impact in quite the same way.
The subject has enormous potential
Business marketing, however, has enormous hidden depths covering many more industrial and
commercial transactions along the supply chain than many students and practitioners might imagine. If
all interactions were taking into account, from raw material suppliers, agents, distributors,
manufacturers, wholesalers and business buyers then it would be seen that B2B markets are
substantially larger and often more valuable than B2C markets and, surprisingly enough they can be
just as interesting. In fact a large percentage of business and marketing students will probably end up in
this industrial and commercial sector and so it was felt that a specially written textbook might
encourage the subject take-up.
Why business-to-business marketing
When deciding on the title of the book we had a few options to choose from including; industrial
marketing, organisational marketing, enterprise marketing, trade marketing and business-to-business
marketing. All had been used at some time or another to describe this market where one business sells
to another for own use. Although we look at business marketing in all three sectors, private, public and
not-for-profit, and it could be argued that government departments are not strictly a ‘business’, we
selected Business-to-Business Marketing (rather than perhaps organisational marketing) because it was
felt that it more adequately and succinctly described the organisational and business sectors discussed
and examined throughout the book than did the other descriptions identified above
Understanding the meaning of B2B marketing by comparing with B2C
The other reason for writing the book was the knowledge that fewer marketing books on business-tobusiness marketing were available when compared with other marketing areas and these where mainly
US editions. This is not to say that they weren’t well written, many were, but, after lengthy discussion
with potential customers, it was felt that there was the need for a book that had an approach orientated
toward the UK, Europe and the rest of the world. It was also felt that very few industrial marketing
books existed that were written in a straightforward style that presented the subject in an easily
understood manner that suited the both the needs of marketing students and those in business and
marketing practice. Because it can be difficult for many to think through and understand the factors that
make business marketing different this aim and central theme throughout this book was to adopt a
simple straightforward approach that gives examples and constantly compares B2B marketing with
B2C marketing. In this way it is hoped that the differences will become clearly evident as we move
form chapter to chapter.
The approach taken
The author has taught the subject for many years and has used his experience to divide the book into
eleven chapters, each representing a relevant subject area, and it is hoped that this should fit into
teaching and learning patterns as the reader moves from one week onto the next. We begin with the
background to the subject in chapter 1, followed by influences in chapter 2; then onto organisational
theory, chapter 3; informational and research needs, chapter 4; segmentation and behaviour, chapter 5;
managing products and services, chapter 6; channels of distribution, chapter 7; pricing needs, chapter 8;
promotion, chapter 9; marketing strategies, planning and control, chapter 10; and finally, strategise
needed in a changing world, chapter 11.
Chapter content
There are objectives at the beginning of each chapter identifying expected learning outcomes as well as
a summary at the end of each chapter that spells the areas previously identified and discussed.
Live examples
Each chapter has many real ‘live’ examples showing how particular areas and points being discussed
have actually occurred in markets around the world. Tutors can take any of these examples and expand
them into mini exercises for the students to explore and discuss further, either in the classroom or as an
outside task (perhaps using the Internet were relevant). Relevant website links are given throughout.
Definitions and B2B and B2C comparisons
Clear definitions, comparisons and live examples between B2B and B2C are shown throughout each
chapter and again these areas can be used individually, were appropriate, to test further knowledge and
understanding.
Discussion questions, case study and questions and Internet exercise
At the end of each chapter there are 10 discussion questions, a B2B case study with questions and a
series of Internet exercises. The discussion questions have been developed to cover all areas examined
throughout the chapter and they can of course be adapted to meet the needs of individual tutors and
students. The case studies are all based on the world of B2B marketing at both the national and global
level and are examples of happenings in the outside world. Each case study is backed up by a series of
tasks that will give the student the opportunity to for further investigation used the Internet and the
world-wide-web. The author’s website ‘www.studentshout.com’ can be used were appropriate to
supplement the process.
Gap in the market
Having taught B2B marketing for many years I felt that there seemed to be a gap in the market for a
UK and European based book on B2B marketing that attempted to simply and clearly show, firstly the
meaning of business marketing and secondly the differences between B2B and B2C marketing. Where
the area did appear it was often seemingly added as an afterthought in a book on marketing to the end
consumer. Most of the dedicated B2B books available come from the US and so, naturally, adopt an
Americanised perspective. There were a few specialised books in the UK but most of these tended to
approach the subject from a very academic and lofty perspective and could be considered too highbrow
or intense for practitioners, undergraduates, postgraduates and others wanting an easier introduction to
the subject. Having taught most marketing subjects over the years there is no doubt in my mind that it
is a more difficult subject than most to come to terms with, the subject is vast, and yet much less
understood than its more popular counterpart, business to consumer marketing.
All these reasons were the driving force behind the writing of this book.
Why Buy the Book
This new book on business-to-business marketing is seen as an exciting and sorely needed addition to
the wide-ranging discipline of marketing. B2B marketing is vast and yet, compared with other
marketing areas, it has been surprisingly under-represented by books on the subject. It’s a difficult area
to immediately comprehend but its importance is now being recognised as more and more students end
up working in this sector at both the national and international level.
‘Business-to-business marketing’ attempts to fill this gap by taking the reader through a step-by-step
logical process beginning with the background and environmental influences and theories of
organisational behaviour before moving onto to discuss, decision making, information and research
needs, segmentation, products and services, pricing, channels of distribution, promotion, planning and
control and future developments. Effort is made throughout to simplify this complex and wide-ranging
subject. As an aid to understanding comparisons are made between B2B and B2C marketing, pros and
cons given were it is considered appropriate, and live examples given for both immediate explanation
and for further investigation. Chapter questions and a case study are supplied at the end of each chapter
for both enlightenment and to encourage more discussion and debate. Website addresses are given
throughout so that learning might be supplemented by on-line current information and working
practices.
The book offers the following benefits to tutor, student and practitioner
alike
• There are ten distinct chapters moving a logical and consistent way from the background and
influences to B2B markets before moving onto look organisational behaviour, marketing research,
segmentation, the marketing mix, planning and control and future developments.
• A simple approach is taken with constant explanation and advantages and disadvantages given were
ever it is considered appropriate and relevant.
• There are comparisons throughout between business-to-business and Business-to-consumer
marketing
• Real live, current examples are giving in every chapter reflecting both national and international
needs.
• Relevant website addresses are supplied and can be used for further exploration.
• Each chapter has a number of questions linked to material examined in the chapter which can be
used to encourage further discussion
• Each chapter has a case study based on B2B environments at both the local and global level. Case
study and Internet questions and are given so as to generate debate and further exploration
• References for further reading plus many website addresses are offered for further on-line current
exploration.
Business-to-business marketing offers an insight into an area of marketing surprisingly underrepresented by the current literature. It is ideal for college students, undergraduates and non-specialised
post-graduates as well as marketing practitioners either embarking on a professional course or just
wanting to learn and understand the intricacies of this vast and constantly growing area.
Dedication
I would like to dedicate this book to my wife, Barbara, for showing, despite little understanding,
intermittent tolerance and patience for the many hours I spent working alone on the word processor.
Anything else would have been de-stabilising.