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  • June 1994
  • Background Note
  • HBS Case Collection

Scope and Challenge of Business-to-Business Marketing

By: V. Kasturi Rangan
  • Format:Print
  • | Pages:9
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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

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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About The Author

V. Kasturi Rangan

Marketing
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More from the Author
  • Paga: Building a Fintech Ecosystem in Nigeria By: V. Kasturi Rangan and Namrata Arora
  • M-KOPA (B): Empowering Lives By: V. Kasturi Rangan, Pippa Tubman Armerding and Wale Lawal
  • The END Fund (B) By: V. Kasturi Rangan and Courtney Han
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