Business Marketing Management

About this Title
Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies.

Table of Contents
Preface
Pt. I The Environment of Business Marketing 1
Ch. 1 A Business Marketing Perspective 3
Ch. 2 The Business Market: Perspectives on the Organizational Buyer 34
Pt. II The Organizational Buying Process 67
Ch. 3 Organizational Buying Behavior 69
Ch. 4 Relationship Strategies for Business Markets 98
Pt. III Assessing Market Opportunities 127
Ch. 5 Business Marketing Intelligence 129
Ch. 6 Segmenting the Business Market 164
Ch. 7 Organizational Demand Analysis 190
Pt. IV Formulating Business Marketing Strategy 223
Ch. 8 Business Marketing Planning: Strategic Perspectives 225
Ch. 9 Business Marketing Strategies for Global Markets 257
Ch. 10 Managing Products for Business Markets 288
Ch. 11 Managing Innovation and New Industrial Product Development 315
Ch. 12 Managing Services for Business Markets 343
Ch. 13 Managing Business Marketing Channels 375
Ch. 14 Business Marketing Channels: The Logistical Interface 411
Ch. 15 Pricing Strategy for Business Markets 440
Ch. 16 Business Marketing Communications: Advertising and Sales Promotion 468
Ch. 17 Business Marketing Communications: Managing the Personal Selling Function 501
Pt. V Evaluating Business Marketing Strategy and Performance 529
Ch. 18 Controlling Business Marketing Strategies 531
Pt. VI Cases 559
Name Index 759
Subject Index 765