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B2B Marketing in the Service Era

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 way organizations operate has changed with the start of the post-industrial era also known as the information age, the knowledge-based society, or even the service economyService economy. The phrase ‘Everything as a service’ gained much popularity over the last few decades with the shift in consumer behaviour. External factors such as globalizationGlobalization, urbanizationUrbanization, and digitalizationDigitalization have impacted the rise in the service economyService economy whereby, relationships, increasing customerCustomer touchpointsTouchpoints, co-creation, and customizationCustomization, to attract and retain customersCustomer have become essential for organizations to address.

Suggested Citation

  • Naushaba Chowdhury & Pravin Balaraman & Jonathan Liu & Ibrahim Sirkeci & Jonathan A. J. Wilson, 2025. "B2B Marketing in the Service Era," Springer Books, in: Essential B2B Marketing Strategies, chapter 0, pages 107-123, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91104-0_7
    DOI: 10.1007/978-3-031-91104-0_7
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