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

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

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