We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 25: Practical Tools and Frameworks for Customer Management in Business Marketing
Business marketing is characterized by its complexity. This paper surveys a collection of tools and frameworks that have proven to be useful in practice for dealing with the complexity of managing customers in business marketing.
The complexity of business marketing is well documented in the business marketing literature. Contrasting business marketing with traditional consumer marketing helps make the complexity salient. Table 25.1 presents a characterization of the key differences between business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.
Three aspects of business marketing stand out. First, the distribution of business across customers is highly skewed. Consider a company like Kimberly-Clark, ...