Business-to-Business Marketing: The theoretical integration of Servitization, Service-Dominant-Logic and Customer Experience.

Business-to-Business Marketing (BtoB) is very different from Business-to-Consumer Marketing. For example buyer decision making is more complex, purchasing cycles are longer and involve many more steps, market information is at best partial, building relationships is more difficult and media to reach potential buyers is specialist and fragmented ( Zimerman and Blythe, 2021).