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Full Description
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?
Contents
List of Contributors.
EDITORIAL REVIEW BOARD.
About the Editors.
Preface.
Chapter 1 Introduction to Business-to-Business Marketing Management: Strategies, Cases, and Solutions.
Chapter 2 A Note on Knowledge Development in Marketing.
Chapter 3 The Organizational Buying Center as a Framework for Emergent Topics in Business-to-Business Marketing.
Chapter 4 Monitoring Segmented Markets: Relational and Transactional Perspectives.
Chapter 5 Availability of Resources through Buyer-Seller Relationships.
Chapter 6 Multistage Marketing.
Chapter 7 Interaction: Coherence to a Future.
Chapter 8 Switching Costs: A Key to Understanding and Managing Business Consulting Relationship Longevity.
Chapter 9 Emerging Transformations in the Business-to-Business Global Salesforce.
Chapter 10 Analyzing the B2B Brand Value Chain.
Chapter 11 What's a Business-to-Business Company? B2B Knowledge of Future Business Leaders.
Chapter 12 Economic Value, Frames of Reference, and the Impact of Framed Positioning Strategies in Business-to-Business Markets.
Chapter 13 Implemented Strategies in Business-to-Business Contexts.
Business-to-Business Marketing Management: Strategies, Cases, and Solutions.
Advances in Business Marketing & Purchasing.
Advances in Business Marketing & Purchasing.
Copyright page.
