Scaling B2B Markets: Agile Marketing Strategies for Startups
暫譯: 擴展B2B市場：初創企業的敏捷行銷策略

Olivieri, Mirko

Scaling B2B Markets: Agile Marketing Strategies for Startups
  • 出版商: Palgrave MacMillan
  • 出版日期: 2025-07-25
  • 售價: $2,040
  • 貴賓價: 9.5 折 $1,938
  • 語言: 英文
  • 頁數: 120
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031934040
  • ISBN-13: 9783031934049
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

This book focuses on how startups navigate complex B2B markets by adopting agile marketing strategies. Emphasising agility and adaptability, which are crucial factors for early-stage businesses, the book uses a multiple case study approach to investigate how startups develop their marketing strategy tailored to B2B dynamics, touching on emerging technologies, and the importance of positioning their brands in highly competitive markets.

Starting from a solid theoretical background, including recent academic literature on B2B startups, the book maps the marketing trends, such as digitalization and sustainability, which are impacting the marketing strategies of new ventures. After this scenario analysis, an empirical analysis involving innovative startups operating in B2B markets is presented.

Adopting a new perspective on how startups can leverage agility to compete with established actors, such as large traditional firms, the author offers new theoretical insights and managerial implications emphasizing speed, flexibility, and data-driven decision making.

商品描述(中文翻譯)

這本書專注於新創公司如何透過採用敏捷行銷策略來應對複雜的B2B市場。強調敏捷性和適應性，這些對於早期階段的企業來說是至關重要的因素，書中採用多案例研究的方法，探討新創公司如何根據B2B動態發展其行銷策略，並涉及新興技術以及在高度競爭市場中定位品牌的重要性。

從堅實的理論背景開始，包括近期有關B2B新創公司的學術文獻，這本書描繪了影響新創企業行銷策略的行銷趨勢，如數位化和可持續性。在這一情境分析之後，書中呈現了一項涉及在B2B市場運作的創新新創公司的實證分析。

作者採用了一種新的視角，探討新創公司如何利用敏捷性與大型傳統企業等既有競爭者競爭，提供了新的理論見解和管理啟示，強調速度、靈活性和數據驅動的決策制定。

作者簡介

Mirko Olivieri, PhD, is Assistant Professor of Marketing at the Faculty of Economics of the Catholic University of the Sacred Heart, where he teaches undergraduate and graduate courses. His research interests concern marketing communications, with a focus on the business relationships between organizations and stakeholders in the digital environment. His research has recently been published in international journals, such as Journal of Product and Brand Management, International Marketing Review, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing. He is also member of the National Council of the Società Italiana del Dottorato di Ricerca (SIDRI), member of the Italian Academy of Business Economics (AIDEA), the Italian Marketing Society (SIM) and the Italian Management Society (SIMA).

作者簡介(中文翻譯)

米爾科·奧利維耶里博士，是天主教聖心大學經濟學院的行銷助理教授，教授本科及研究生課程。他的研究興趣集中在行銷傳播，特別是數位環境中組織與利害關係人之間的商業關係。他的研究最近發表在國際期刊上，如《產品與品牌管理期刊》（Journal of Product and Brand Management）、《國際行銷評論》（International Marketing Review）、《零售與消費者服務期刊》（Journal of Retailing and Consumer Services）、《商業與工業行銷期刊》（Journal of Business and Industrial Marketing）。他同時是意大利研究博士學會（Società Italiana del Dottorato di Ricerca, SIDRI）的國家委員會成員，意大利商業經濟學會（Italian Academy of Business Economics, AIDEA）、意大利行銷學會（Italian Marketing Society, SIM）及意大利管理學會（Italian Management Society, SIMA）的成員。

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