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B2B Marketing Mix

In: Essential B2B Marketing Strategies

Author

Listed:
  • Naushaba Chowdhury

    (University of the West of Scotland)

  • Pravin Balaraman

    (University of the West of Scotland)

  • Jonathan Liu

    (University of Wales)

  • Ibrahim Sirkeci

    (International Business School)

  • Jonathan A. J. Wilson

    (Regent’s University London)

Abstract

The Marketing Mix gained popularity in marketing literature in the 1960s and consists of the 4Ps of marketing, ProductProduct, PricePrice, Place and PromotionPromotion. Since then, the marketing mix has evolved with the inclusion of services into the 7Ps with the addition of PeoplePeople, ProcessProcess, and Physical Evidence. The literature has further expanded the concept with specific attention to customerCustomer focus to define the marketing mix with the 4Cs as CustomerCustomer, CostsCost, Convenience, and CommunicationCommunication. In the B2B ecosystem, the new marketing has adapted the 7Cs that will be explored further, these are ChannelsChannels of CommunicationCommunication, Content, Customer SolutionsCustomer solutions, Channels to MarketChannels to market, CollaborationCollaboration, CommunitiesCommunity, and CostsCost.

Suggested Citation

  • Naushaba Chowdhury & Pravin Balaraman & Jonathan Liu & Ibrahim Sirkeci & Jonathan A. J. Wilson, 2025. "B2B Marketing Mix," Springer Books, in: Essential B2B Marketing Strategies, chapter 0, pages 33-49, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91104-0_3
    DOI: 10.1007/978-3-031-91104-0_3
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