B2B eCommerce

This chapter discusses the use of Internet by businesses in marketing products and services to other businesses. The chapter starts with the well-known technology adoption model and the relationship between technology adoption and firm profitability and then expands into how businesses market to other businesses using a variety of methods and examples. Most businesses targeting their products and services to other businesses or distributors have developed web sites where purchasers can obtain information and place online orders with little or no human involvement. In addition to company specific web sites, there are also web portals where business customers and sellers meet to buy and sell products using auctions and bids. The chapter then discusses how to increase online traffic using search engine optimization as well as identifying potential customers using electronic databases. The chapter ends with a discussion on the importance of relationship marketing for B2B businesses using Customer Relationship Management software or other means.