Business-to-Business Marketing/Branding


In B2B environment branding can provide leverage for sustainable competitive advantage. The concept outlines the importance of brand activities in B2B markets and highlights the main benefits, success factors, implementation steps, and impact of branding on organisations.

Technique Overview

Business-to-Business Marketing/Branding

Business-to-Business Marketing/Branding Definition

Business-to-business (B2B) marketing/branding refers to a two-way decision process, entailing "active and limited buyers as well as complex and large orders" (Albadvi and Hosseini, 2011:503) which need "to be addressed as a system, a coherent network of relationships" (Gummeson and Polese, 2009:337). While B2B marketing is about addressing the needs and demands of other businesses, ultimately this demand is often driven by private consumers (Harris et al., 2011).

Business-to-Business Marketing/Branding Description *

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Business Evidence

Strengths, weaknesses and examples of Business-to-Business Marketing/Branding *

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Business Application

Implementation, success factors and measures of Business-to-Business Marketing/Branding *

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Professional Tools

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Further Reading

Business-to-Business Marketing/Branding web and print resources *

Business-to-Business Marketing/Branding references (4 of up to 20) *

  • Age, L. (2011) Business Manoeuvring: A Model of B2B Selling Processes. Management Decision, Vol. 49(9), pp. 1574-1591.
  • Albadvi, A. and Hosseini, M. (2011) Mapping B2B Value Exchange in Marketing Relationships: A Systematic Approach. Journal of Business and Industrial Marketing, Vol. 26(1), pp. 503-513.
  • Ballantyne, D. and Aitken, R. (2007) Branding in B2B Markets: Insights from the Service-dominant Logic of Marketing. Journal of Business and Industrial Marketing, Vol. 22(6), pp. 363-371.
  • Chang T., Fu, H., Li, S. and Lee, H. (2009) A Case Study for Implementing a B2B Collaborative Information System: A Textile Case. Journal of Manufacturing Technology Management, Vol. 20(3), pp. 330-347.

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