Description
Book SynopsisReflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced 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 also includes additional emphasis on automated B2B practices and the impact of the Internet.
Table of ContentsPART I: THE ENVIRONMENT OF BUSINESS MARKETING. 1. A Business Marketing Perspective. 2. Organizational Buying Behavior. PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING. 3. Customer Relationship Management Strategies for Business Markets. 4. Segmenting the Business Market and Estimating Segment Demand. PART III: FORUMLATING BUSINESS MARKET 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 Management. 12. Pricing Strategies for Business Markets. 13. Business Marketing Communications: Advertising and Sales Promotion. 14. Business Marketing Communications: Managing the Personal Selling Function. PART IV: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE. 15. Marketing Performance Measurement. Business Insights.
