{"product_id":"b2b-marketing-a-south-asian-perspective-9789360532062","title":"B2B Marketing: A South-Asian Perspective","description":"\u003cp\u003e • Author(s): Michael D. Hutt | Dr. Dheeraj Sharma | Thomas W. Speh, K. Douglas Hoffman\u003cbr\u003e • Publisher: Cengage Learning India\u003cbr\u003e • Publisher Imprint: Cengage Learning India\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003eA different set of challenges and opportunities exist for the business-to-business (B2B) marketer, who intends to serve the needs of organizations rather than individuals\/households. The B2B marketing process is longer and largely governed by relationship marketing. Buying behaviour is more rational and there are multiple decision influencers. Demand for B2B products and services is less elastic than B2C, thus transactions are more, necessitating a more frequent and direct contact between the buyer and seller. The B2B market represents a lucrative and complex market worthy of specialized analysis. Therefore, a growing number of business schools globally have added industrial or business marketing to their curricula.\u003c\/p\u003e","brand":"Cengage Learning India","offers":[{"title":"Paperback","offer_id":46917957714071,"sku":"9789360532062","price":822.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9789360532062.webp?v=1771328975","url":"https:\/\/atlanticbooks.com\/products\/b2b-marketing-a-south-asian-perspective-9789360532062","provider":"Atlantic Books","version":"1.0","type":"link"}