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Full Description
A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace. Written from a highly practical perspective, Business to Business Marketing aims to help readers with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that readers need to know.
Contents
Chapter 1Chapter 2: Business-to-Business Environment: Customers, Organizations, and Markets Chapter 3: Organizational Buying and Buyer Behavior Chapter 4: The Legal and Regulatory Environment Chapter 5: Concepts and Context Of Business Strategy Chapter 6: Market Research and Competitive Analysis Chapter 7: Segmenting, Targeting, and Positioning Chapter 8: Developing the Product, Service, and Value of The Offering Chapter 9: Innovation and Competitiveness Chapter 10: Pricing in Business-to-Business Marketing Chapter 11: Business Development and Planning Chapter 12: Business-to-Business Selling Developing and Managing the Customer Relationship Chapter 13: Business-to-Business Branding Creating and Fostering the Brand Chapter 14: Channel Relationships and Supply Chains Chapter 15: Communicating with the Market Chapter 16: Business Ethics and Crisis Management Case Studies
