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Running head: B2B MARKETING 1
B2B Marketing in the 21st century
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B2B MARKETING 2
Analysis of the Field
What is your analysis of the state of the field of B2B marketing in the 21
st
Century? Describe
important issues or current dilemmas in the field.
Business to business marketing (B2B marketing) is a process employed by businesses
where a multi layered strategy that consisting of web communications, email, media campaigns
and relationship management is used (Olivia, 2005). This multilayered strategy is to facilitate the
process of converting targeted business prospects into customers. From the above definition,
Business to business marketing is simply the process of one business selling its goods or services
to another business (Kotler & Armstrong, 2004). In this type of marketing transactions are
carried out within value chins of both businesses. The worth of any product or service is
determined by business economic use. Transactions in this type of business involve large units
and also large amounts of money transactions.
The 21
st
century offers a very wide range of business opportunities because of the
massive development in technology. One of the technologies that have greatly contributed to this
growth is the internet. The internet has made the world a global village. Businesses are able to
communicate in real time without going through the hustle of travelling long distances. For
businesses to thrive in the 21
st
century the internet and other new technologies have to be
applied, without them the business cannot compete with those businesses that have internet
technologies. The 21
st
century marketing now offers an exciting and innovative online product
that delivers Business to business marketing from one single source (Grewal & Comer, 2005).
From this context, it is clear that the internet is the most important factor in Business to business

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