ABSTRACT
Business only has two functions – marketing and innovation. Peter F. Drucker
5.1 Introduction
5.2 B2B buying practices
5.3 The B2B website
5.4 Lead generation
5.5 E-marketplaces
5.6 Online auctions and tendering
Where the last chapter – on the B2C web presence – built on the previous chapter on website development, this chapter is developed from both. Obviously, the basic tenets of website design ( Chapter 3 ) apply to B2B sites just as much as a checkout facility on a B2B site should comply with the same guidelines as those covered in Section 4.4 on B2C. This chapter, then, concentrates on those issues that relate specifi cally to the B2B online presence – that it is relatively short should not give readers the perception that the subject
is any less important than those covered in the previous chapters; it is simply that many of the key issues have already been addressed.
