Business to Business Marketing

Description

BUSINESS-TO-BUSINESS MARKETING - FRONT COVER BUSINESS-TO-BUSINESS MARKETING COPYRIGHT TABLE OF CONTENTS LIST OF CASE STUDIES LIST OF SNAPSHOTS ABOUT THE AUTHORS PREFACE ONLINE RESOURCES LIST OF ABBREVIATIONS PART I - FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETING CHAPTER 1 - BUSINESS-TO-BUSINESS MARKETS AND MARKETING CHAPTER 2 - BUYER BEHAVIOUR CHAPTER 3 - INTER-FIRM RELATIONSHIPS AND NETWORKS PART II - BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGY CHAPTER 4 - RESPONSIBLE BUSINESS-TO-BUSINESS STRATEGY CHAPTER 5 - RESEARCHING BUSINESS-TO-BUSINESS MARKETS CHAPTER 6 - BUSINESS MARKET SEGMENTATION PART III - COMMUNICATING AND INTERACTING WITH CUSTOMERS CHAPTER 7 - MARKET COMMUNICATION CHAPTER 8 - RELATIONSHIP COMMUNICATION CHAPTER 9 - RELATIONSHIP PORTFOLIOS AND KEY ACCOUNT MANAGEMENT PART IV - MANAGING MARKETING PROCESSES CHAPTER 10 - MANAGING PRODUCT OFFERINGS CHAPTER 11 - ROUTES TO MARKET CHAPTER 12 - PRICE-SETTING IN BUSINESS-TO-BUSINESS MARKETS GLOSSARY REFERENCES INDEX