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Chapter 1 An Introduction to Business Marketing

DOI: 10.23912/978-1-906884-54-3-1750

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: chapter

Published in: Business Marketing: The Theory and Practice of B2B

Parent DOI: 10.23912/978-1-906884-54-3-2069



This chapter explores some of the principal characteristics used to define business markets and marketing. It establishes the key elements of business-to-business (B2B) marketing and makes comparisons with the better-known business-to-consumer (B2C) sector. This leads to a consideration of appropriate definitions, parameters and direction for the book. After setting out the main types of organisations that operate in the B2B sector and categorising the goods and services that they buy or sell, the chapter introduces ideas about the business marketing mix, perceived value, supply chains, interorganisational relationships and relationship marketing. This opening chapter lays down the vital foundations and key principles which are subsequently developed in the book.

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  • Chris Fill (Author)
  • Scot McKee (Author)

For the source title:

  • Chris Fill (Author)
  • Scot McKee (Author)

Cite as

Fill & McKee, 2011

Fill, C. & McKee, S. (2011) "Chapter 1 An Introduction to Business Marketing" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1750


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Chapter 1 An Introduction to Business Marketing [Details]Price: £4.99*Licences / Downloadable file

Published in Business Marketing: The Theory and Practice of B2B

Chapter 1 An Introduction to Business Marketing [Details]Price: £4.99*Licences / Downloadable file
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