{"product_id":"9783031934049","title":"Scaling B2B Markets: Agile Marketing Strategies for Startups","description":"\u003ch1\u003eScaling B2B Markets: Agile Marketing Strategies for Startups\u003c\/h1\u003e \u003ch2\u003eOlivieri, Mirko\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi; mso-fareast-language: EN-US;\"\u003eThis 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.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi; mso-fareast-language: EN-US;\"\u003eStarting 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.  \u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-size: 11.0pt; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi; mso-fareast-language: EN-US;\"\u003eAdopting 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.\u003c\/span\u003e\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Palgrave Macmillan\u003c\/p\u003e \u003cp\u003ePublication Date: 2025-07-25\u003c\/p\u003e \u003cp\u003eFormat: Hardcover\u003c\/p\u003e \u003cp\u003eISBN-13: 9783031934049\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-031-93405-6\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 120\u003c\/p\u003e ","brand":"Springer Nature Switzerland","offers":[{"title":"Default Title","offer_id":44309902065804,"sku":"9783031934049","price":40.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783031934049_5c3e829c-b0f2-4e29-a8e7-9849ab5b977b.jpg?v=1775066413","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783031934049","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}