Business Marketing Management

Three objectives guided the development of this edition :

• To highlight the similarities between consumer goods and business-to-business marketing and to explore the points of departure in depth. Particular attention is given to market analysis, organizational buying behavior, relationship management, and the ensuing adjustements required in the marketing strategy elements used to reach organizational customers.
• To present a managerial rather than a descriptive treatment of business marketing. Whereas some descriptive material is required to convey the dynamic nature of the business marketing environment, the relevance of the material is linked to business marketing management decision making.
• To integrate the growing body of literature into an operational treatment of business marketing management. In this text, relevant work is drawn from organizational buying behavior, procurement, organizational behavior, logistics, strategic management, and the behavioral sciences, as well as from specialized studies of business marketing strategy components.

  Contents
  

  1. A business marketing perspective
     
  2. The business market : Perspectives on the organizational buyer
     
  3. Organizational buying behavior
     
  4. Relationship strategies for business markets
     
  5. E-commerce strategies for business markets
     
  6. Supply chain management
     
  7. Segmenting the business market
     
  8. Organizational demand market
     
  9. Businesss Planning : Strategic Perspectives
     
  10. Business Marketing Strategies for global markets
      
  11. Managing products for business markets
      
  12. Managing innovation and new industrial product development
      
  13. Managing business marketing channels
      
  14. Pricing strategy for business markets
      
  15. Business marketing communications : Advertising and sales promotion
      
  16. Business marketing communications : Managing the personnal selling function
      
  17. controlling business marketing strategies
      
  18. Cases
      
  19. Index