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Full Description
Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them.Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships - except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include:placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics and CSR early in the text; and detailed review of global B2B services marketing, trade shows, and market research.This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. Yet, it is comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
Contents
Table of ContentsSECTION ONE: The Business Market EnvironmentChapter 1 Introduction to business to business marketingChapter 2 How business organizations buyChapter 3 Strategic planning for global business marketsChapter 4 Ethical considerations for business marketersSECTION TWO: Evaluating Market OpportunitiesChapter 5 Market researchChapter 6 Segmentation, targeting, and positioningChapter 7 Market entry tacticsSECTION THREE: Formulating the Marketing MixChapter 8 Product strategy and product developmentChapter 9 Services for business marketsChapter 10 PricingChapter 11 Supply chain managementChapter 12 Managing distribution channelsChapter 13 Business to business marketing communicationsChapter 14 Customer relationships and key-account managementChapter 15 Sales promotion, exhibitions, and trade fairsChapter 16 Public relations and corporate reputation managementSECTION FOUR: Managing the Marketing ProgramChapter 17 Marketing planning, implementation, and controlChapter 18 Organizing for maximum effectivenessChapter 19 The future of business marketing
