Image Source and ©: Respective Publisher / Amazon.com / Google Books

By: Uwe Seebacher (Author)

B2B Marketing brings together a broad, practice-linked view of business-to-business marketing and presents it as both a theoretical and a hands-on discipline. The book positions itself as a guide that covers established foundations, concepts, models, and approaches used in B2B environments, and it combines academic grounding with methods used in real organizations.

The content is structured to reflect the B2B marketing journey, with the intent that readers can connect the topics to their own work and use the book as a long-term guide in day-to-day practice. It addresses how to navigate a complex B2B ecosystem and clarifies terminology that is often used inconsistently across teams and vendors.

Across its scope, the book highlights a mix of strategic and operational themes. It covers theoretical foundations and practical concepts, and it includes tried and tested approaches and models from entrepreneurial practice. It also emphasizes that multiple recognized B2B marketers contribute to the book, and that some concepts are presented as being published for the first time in this collection.

The book explicitly discusses and examines a range of modern B2B topics and terms, with attention to applicability and implementation. Examples named in the available source text include Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence. These topics are positioned as part of the current B2B marketing toolkit and are treated in a way that aims to support practical use, not only definitions.

In addition to topic coverage, the book also situates itself in the context of the broader “Management for Professionals” series by Springer Nature and is presented as a high-level business and management resource. The series description frames these books as designed for executives, combining scientific background with best practice and an orientation toward business excellence.

Overall, B2B Marketing positions itself as a comprehensive reference for understanding and applying B2B marketing concepts across contexts that range from learning environments to leadership discussions. It aims to provide a consolidated view of the field that spans concepts, models, and implementation-oriented themes relevant to contemporary B2B marketing work.

* Amazon Affiliate Link (What is this?)