B2B marketing for companies in the medical and diagnostic equipment market

This article explores the key characteristics of B2B marketing focused on promoting high-tech goods and services. To identify the main challenges of applying B2B marketing in the high-tech equipment market, an analysis of works by domestic and foreign authors on this topic was conducted. Particular attention is paid to issues such as: high-tech products and solutions; long sales cycles; high competition; limited resources of small and medium-sized technology companies; cultural and language barriers of global technology companies. The result of the work was the derivation of strategies that help minimize the risks of the identified problems and their prompt resolution.