Table of Contents
PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
2. The Business Market: Perspectives on the Organizational Buyer.
PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets.
PART III: FORMULATING BUSINESS MARKETING STRATEGY.
5. Business Marketing Planning: Strategic Perspectives.
6. Business Marketing Strategies for Global Markets.
7. Managing Products for Business Markets.
8. Managing Innovation and New Industrial Product Development.
9. Managing Services for Business Markets.
10. Managing Business Marketing Channels.
11. Supply Chain Strategies.
12. Pricing Strategy for Business Markets.
13. Business Marketing Communications: Advertising and Sales Promotion.
14. Business Marketing Communications: Managing the Personal Selling Function.
PART I V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
15. Marketing Performance Measurement.
Glossary.
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Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today’s dynamic B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition includes additional emphasis on automated B2B practices and the impact of the Internet. A well-balanced mix of cases equips students with a variety of hands-on applications. With its complete and timely treatment of business marketing, BUSINESS MARKETING MANAGEMENT minimizes the overlap with other marketing courses. It is an excellent text for undergraduate as well as MBA-level courses. Features and Benefits
Helping students make the most of their study time, each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing in practice as well as a cogent summary and a set of proactive discussion questions.
Emphasizing relationship marketing strategies, the text offers expansive coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs.
A timely and richly illustrated discussion highlights the determinants and social ingredients of strategic alliance success.
Specific steps are outlined for building and managing a profitable B2B brand.
Specific metrics are presented for measuring the impact of marketing strategy decisions on firm performance.
The text's value-based approach for pricing offers a framework for identifying and measuring value by customer segment.
Coverage of customer-centered approached to channel design illustrates how to design channels from the bottom up, rather than the top down.
Expanded treatment is given to customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies.
The text's managerial--rather than a descriptive--treatment of business marketing ties text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.
A well-balanced mix of end-of-text cases enables instructors to tailor the course to their own students and teaching preferences. The cases--which vary in length but are longer than end-of-chapter cases--feature prominent companies and isolate one or more business marketing problems for students to analyze.
Each chapter opens with a short overview, which includes key learning objectives that students should be aware of and understand after reading the chapter. Chapters conclude with a summary of the key concepts and learning objectives highlighted at the beginning of each chapter, helping students to recognize the key issues discussed.
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