Individuals in B2B marketing sensemaking and action in context / edited by Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, and Wilhelm Barner-Rasmussen.
| Other author | Ivanova-Gongne, Maria, 1985- |
| Format | Electronic |
| Publication Info | London ; New York : Routledge, Taylor & Francis Group, 2024. |
| Description | 1 online resource |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Series | Routledge studies in marketing |
| Abstract | "The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm's vital processes. Especially in SMEs, the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment. The book will provide practical implications on the topics in focus, which will bring the role and importance of individuals to the fore in the understanding on how B2B marketing works. It introduces readers to the role of embedded individual managers in developing and changing business systems and networks and consists of three core sections; cognition (individual sensemaking within a business environment), action (decision-making in business networks), and finally, contextualization (interrelation between micro- and macro- levels). Each section is supported with case studies to exemplify the research ideas presented. Individuals in B2B Marketing offers a comprehensive investigation into this much overlooked topic and will be a valuable resource for marketing, entrepreneurship and international business scholars and graduate students in particular"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Source of description | Description based on print version record and CIP data provided by publisher. |
| Issued in other form | Print version: Individuals in B2B marketing Abingdon, Oxon ; New York, NY : Routledge, 2024 9781032482200 |
| Genre/form | Electronic books. |
| LCCN | 2024001795 |
| ISBN | 9781040051191 (epub) |
| ISBN | 9781003388036 (ebook) |
| ISBN | (hardback) |
| ISBN | (paperback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |