Scope and Challenge of Business-to-Business Marketing

V. Kasturi  Rangan

Background Note | HBS Case Collection | June 1994

Scope and Challenge of Business-to-Business Marketing

Abstract

Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on technology, high level of customization, and order fulfillment mechanism), which distinguish business-to-business marketing. These linkages give rise to unique challenges in analysis and execution of marketing decisions. After these challenges are discussed the organization is explained. The three core sections, following this introductory section, reflect the product life cycle theme: Managing New Products, Managing Mature Products, and Managing Product Market Diversity.

Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology;

Format: Print

9 pages

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Citation:

Rangan, V. Kasturi. "Scope and Challenge of Business-to-Business Marketing." Harvard Business School Background Note 594-125, June 1994.

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Scope and Challenge of Business-to-Business Marketing

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