Learning objectives

After reading this chapter, the reader should be able to:


 Identify the principal uses of the Internet in B2B markets


 Explain the meaning of the electronic market place in terms of

business potential


 Understand the impact of Internet technologies on buyer–supplier

processes, relationships and markets


 Discuss how companies are utilising Internet technologies as part of

their marketing strategies, tactically or strategically

Questions for marketers

Key questions for marketing managers related to this chapter are:


 How are businesses using Internet technologies?


 How is the traditional sales process changed online?


 What are the applications for B2B e-commerce in our business?


 Who are our trading partners?


 What is the role of digital marketing strategies in B2B organisations?


 What is the impact of Internet technologies in B2B markets?

Links to other chapters

This chapter should be read in conjunction with these chapters:

Chapter 2 The Internet micro-environment

Chapter 3 The Internet macro-environment

Chapter 4 Internet marketing strategy

Chapter 5 The Internet and the marketing mix

11

Main topics

B2B e-context 486

Commercial exchanges in B2B
markets 493

Trading relationships in B2B
markets 501

Digital marketing strategies
504

Case study 11

Growth, volume and dispersion of
electronic markets 506

Chapter at a glance

Business-to-business

Internet marketing