Designed to prepare upper-level undergraduate and graduate business students for work in the exciting field of marketing, this text focuses on the basic principles of business marketing. Enlivened by interesting scenarios involving actual companies, people, and events within the business world, the examples serve to deepen student appreciation for business-to-business marketing while differentiating it from consumer marketing. A variety of real-world examples, based upon the authors' experience as business marketers in Silicon Valley, help to enrich the text.
|Edition description:||New Edition|
|Product dimensions:||8.29(w) x 10.35(h) x 1.11(d)|
Table of Contents
1. Introduction to Business-to-Business Marketing 2. Classifying Customers, Organizations, and Markets 3. Organizational Buying and Buyer Behavior 4. The Legal and Political Environment 5. Concepts and Context of Business Strategy 6. Assessing Customers, Markets, and Competitors 7. Selecting Markets - Segmentation and Targeting 8. Planning and Positioning the Value Offering 9. Pricing Policies 10. Innovation, Productivity, and Competitiveness 11. Business-to-Business Selling 12. Channel Relationships 13. Communicating with the Market 14. Business Ethics and Crisis Management