CHAPTER 11 BusinesstoBusiness B2B Internet Marketing

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CHAPTER 11Business-to-Business (B2B) Internet
Marketing
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Learning objectives

• Identify the principal uses of the Internet in
  business-to-business markets
• clarify the meaning of business-to-business use
  of the Internet
• understand the impact of Internet technologies on
  buyer/supplier processes, relationships and
  markets
• identify key business-to-business solutions
  facilitated by the use of Internet technologies
• have a good understanding of the different
  applications of the Internet and the World Wide
  Web in the business-to-business context.

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Questions for marketers

• How is the traditional sales process changed
  online?
• What are the applications for B2B e-commerce?
• How is buying enhanced digitally?

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Market exchanges
Figure Market exchanges traditional and reverse
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Managing human relationships with technology
Figure 11.7 Company approaches towards use of
Internet technology and human relationships