B2B Marketing

B2B Marketing provides a complete overview of marketing strategies and practices in the business-to-business context. It covers market segmentation, buyer behavior, industrial branding, digital transformation, and relationship management. The book combines theory with case-based learning, offering practical insights into managing long-term partnerships and value creation in competitive markets. Designed for marketing students, managers, and entrepreneurs, it serves as an essential guide to understanding the dynamics of modern B2B markets.