Principles of Marketing, 17/e

Engaging Business Buyers with Digital and Social Marketing

As in every other area of marketing, the explosion of information technologies and online, mobile, and social media has changed the face of the B-to-B buying and marketing process. In the following sections, we discuss two important technology advancements: e-procurement and online purchasing and B-to-B digital and social media marketing.

E-procurement and Online Purchasing

Advances in information technology have dramatically affected the face of the B-to-B buying process. Online purchasing, often called e-procurement, has grown rapidly in recent years. Virtually unknown two decades ago, online purchasing is standard procedure for most companies today. In turn, business marketers can ...