| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1027503 | Industrial Marketing Management | 2013 | 19 Pages |
Abstract
► Corporate expectations from marketing are increasing and the stakes are getting higher. ► Global markets have created unprecedented challenges for B2B marketers. ► Technology’s disruptive power could make certain B2B marketing practices obsolete. ► The biggest challenges to marketing are company-wide, requiring stronger interfaces with other functions. ► Marketing must engage more deeply with customers and demonstrate its contribution to business performance.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Fred Wiersema,