2024

Ivanova-Gongne, Maria; Torkkeli, Lasse; Koporcic, Nikolina; Barner-Rasmussen, Wilhelm

This book provides fresh perspectives that place individuals at the center of the business-to-business (B2B) marketing landscape. It underscores the critical role of individuals in the complex web of business interactions, emphasizing their embeddedness across contexts. The perspectives offered in this book particularly illustrate the importance of individual sensemaking, as well as the impact of sensemaking coupled with contextual embeddedness on managerial and organizational actions. Thus, recognizing the significance of individuals in B2B marketing is essential for a comprehensive understanding of this dynamic field. This book aims to provide various perspectives on individuals in B2B marketing. The chapters are organized into three main parts: (1) a contextualized individual, (2) a sensemaking individual, and (3) an acting individual. Each part contains four chapters, containing both conceptual and empirical knowledge. By covering a vast array of topics, this book serves as a valuable resource for scholars, post-graduate students, and practitioners seeking theoretical and practical wisdom in the realm of individuals in B2B marketing.