Marketing in B2B

About the Book

This book is for those who are interested to know more about the marketing decision issues and challenges facing by Small and Medium Enterprise (SME) in business-to-business setting. Here, it provides insight to both regulator and practitioner to focus their effort in developing the marketing aspect in SME. Previous researchers have agreed that the failure to make accurate marketing decision may have consequences to SMEs. The complexity and variation of decision process and it interaction had made this subject less interest among the researcher. This book shed out the light of this issue by presenting the exploratory study that combine the qualitative and quantitative approaches. Indeed, this book constitutes and offers a complete framework that integrates SMEs decision makers’ characteristics and their interaction with other factors that statistically influence the decision making process. The inclusion of SMEs decision makers’ characteristics addresses the limitations that have been largely ignored by prior study that only stresses on the effect of firm characteristic and networking relationship. Finally, this book has brought a certain degree of practicality through addressing the role of decision makers’ characteristics in marketing decision making process.

About the Author

Dr Hairul Rizad Mohd Sapry is a supply chain practitioner with 15 years of working experience in shipping, haulage and construction material. He obtained his B.Econ from UKM, MBA and PhD from UTM. His research interests mainly focus in supply chain management, branding, marketing and SME. Prof Dr Abu Bakar Abdul Hamid teaches at International Business School, UTM Malaysia. He obtained his BBA and MBA from Northrop University and PhD from University of Derby (UK). For the past 20 years his main research interest has been in marketing and supply chain management.