Business Marketing Management: B2B

Description

South-Western, Cengage Learning, 2010. – 668 p., – ISBN: 032458167X, 9780324581676Special challenges and opportunities confront the marketer who intends to serve theneeds of organizations rather than households. Business-to-business customers representa lucrative and complex market worthy of separate analysis. A growing numberof collegiate schools of business in the United States, Canada, and Europe have addedindustrial or business marketing to their curricula. In addition, a large and growingnetwork of scholars in the United States and Europe is actively engaged in researchto advance theory and practice in the business marketing fi eld. Both the breadth andquality of this research has increased markedly during the past decade.Contents: Preface The Environment of Business Marketing A Business Marketing Perspective The Business Market: Perspectives on the Organizational Buyer Managing Relationships in Business Marketing Organizational Buying Behavior Customer Relationship Management Strategies for Business Markets Assessing Market Opportunities Segmenting the Business Market and Estimating Segment Demand Formulating Business Marketing Strategy Business Marketing Planning: Strategic Perspectives Business Marketing Strategies for Global Markets Managing Products for Business Markets Managing Innovation and New Industrial Product Development Managing Services for Business Markets Managing Business Marketing Channels E-Commerce Strategies for Business Markets Supply Chain Management Pricing Strategy for Business Markets Business Marketing Communications: Advertising and Sales Promotion Business Marketing Communications: Managing the Personal Selling Function Evaluating Business Marketing Strategy and Performance Marketing Performance MeasurementCases Name Index Subject Index