October 2023
Intermediate to advanced
392 pages
9h 32m
English
Content preview from B2B Digital Marketing Strategy, 2nd Edition
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The new evolving business landscape
Introduction
The changing business landscape
In less than 100 years we’ve moved through multiple eras of business and industry, from the production age through to the marketing age and recently from the globalization era to the era of digital and applications.
We’ve also seen a number of changes in B2B marketing; in fact, from a recent survey it was stated that 76 per cent of B2B marketers feel that marketing has changed more in the past two years than the previous 50 years (Taylor, 2017).
Customers are changing how they engage businesses, how they evaluate products and services and how they respond to marketing and sales efforts.
Since Covid-19, buyer behaviours have changed even more; according to sources, ...
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