B2B Marketing : A Radically Different Approach for Business-To-Business Marketers

B2B Marketing : A Radically Different Approach for Business-To-Business Marketers

  • Ft Pr(2001/12発売)
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  • 製本 Hardcover:ハードカバー版
  • 言語 ENG,ENG
  • 商品コード 9780273654254
  • DDC分類 380

Table of Contents

Foreword                                           ix
Thomas R. Martin
Introduction: Turning experience into a paradigm xi
Acknowledgements xvii
The B2B-B2C difference defining the paradigm xx
territory
Defining the paradigm boundaries 4 (2)
Two territorial dimensions: the nature of 6 (1)
the product and the purchasing process
Dimension one: technology-vs fashion-driven 7 (15)
products - satisfying objective needs vs
subjective desires
The second paradigm dimension: differences 22 (16)
in behavior between B2B and consumer
purchasing
A pedagogic challenge for B2B marketing 38 (10)
Summary: from description to prescription 48 (2)
Adapting to the B2B paradigm the 50 (22)
''case-based'' marketing method
Meta-value as lock and key 52 (11)
The role of rationality - perfect 63 (6)
rationality or ''rational discourse''
The professional analogies - lawyer vs 69 (2)
entertainer
Summary: a cultural divide, plus a 71 (1)
''hand-wired'' difference?
Case-based strategies for new products 72 (28)
Case one: Developing and marketing the 74 (8)
submersible mixer
Case two: Ericsson moves into 82 (6)
machine-to-machine (M2M) communications
Target business areas 88 (6)
Case three: Marketing an innovation in 94 (4)
mobile access platforms
From strategy to brand 98 (2)
Branding for B2B 100 (26)
A marriage-branding analogy 102 (1)
The elements of ''brand trust'' 103 (3)
B2C-B2B differences 106 (1)
B2B-B2C - different brand elements 107 (2)
The process of B2B brand commitment - a 109 (1)
customer's perspective
Branding case one: ITT Industries 110 (8)
Branding case two: Alfa Laval 118 (7)
B2B branding - more difficult, but worth it 125 (1)
Managing the communications channels 126 (20)
B2B-B2C differences in marketing 129 (3)
communication
Customers' sources of information - marcoms 132 (4)
channels
The changing roles of marcoms channels 136 (2)
The media spectrum 138 (1)
Splicing channels: the sales force and the 139 (3)
trade press
Ads or editorial? 142 (3)
Summarizing: why prioritize the editorial 145 (1)
channel?
Maximizing the editorial channel 146 (26)
Principles for placement 149 (4)
The ideal case story 153 (4)
The editorial production process 157 (12)
Summary: creating and sweating editorial 169 (3)
assets
Case-based communications 172 (24)
Influencing market opinion via case-based 174 (6)
promotion
Informing and educating 180 (6)
Case-based marcoms as advocacy: countering 186 (8)
suspicions and objections
Summary: cases as strategic sales tools 194 (2)
E-business for B2B 196 (21)
E-commerce: a triumph of hype over 198 (1)
reality.com?
Case illustrations: ''old economy'' 199 (1)
innovators
Case one: Sandvik Steel 200 (6)
Case two: Internet ordering for cutting 206 (3)
tools
Case three: Hoganas - B2B consultancy via 209 (4)
an extranet
Case four: ITT industries 213 (3)
Summary: another tool for competent B2B 216 (1)
businesses
Index 217