Business Marketing: Connecting Strategy, Relationships And Learning, 3/e

Part I: Business Markets and Business Marketing

Chapter 1 Introduction to Business Marketing

Chapter 2 The Character of Business Marketing

Chapter 3 The Purchasing Function

Chapter 4 Organizational Buyer Behavior

Part II: Foundations for Creating Value

Chapter 5 Market Opportunities: Current & Potential Customers

Chapter 6 Marketing Strategy

Chapter 7 Weaving Marketing into the Fabric of the Firm

Part III: Business Marketing Programming

Chapter 8 Developing and Managing Products: What Do Customers Want?

Chapter 9 Business Marketing Channels: Partnerships for Customer Service

Chapter 10 Creating Customer Dialogue

Chapter 11 Communicating with the Market: Advertising, Public Relations, & Trade Shows

Chapter 12 The One-To-One Media

Chapter 13 Sales and Sales Management

Chapter 14 Pricing & Negotiating for Value

Part IV: Managing Programs and Customers

Chapter 15 Evaluating Marketing Efforts

Chapter 16 Customer Retention and Maximization

Cases

1. Bama Pie, Ltd

2. BGH-Motorola

3. Calox (A)

4. Daynor Chemical Company

5. ExhibitsPlus

6. Fleury Equipment de Batiment

7. JC Decaux

8. Jewelmart.com

9. Li & Fung Limited

10. Little Tikes Commercial Play Systems

11. Majsperk (A) (B) (C)

12. Metropol Base ? Fort Security Group

13. Northcrest Salmon

14. Outdoor Sporting Products, Inc.

15. Pfizer, Inc. Animal Health Products (A) (B)

16. SPC Products

17. Texas Instruments

18. Whole Tree Energy

19. Wind Technology

20. Xerox

New Features

? The text introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers. It provides a balanced treatment of theory and practical applications. The authors strive to emphasize that connecting new knowledge with developed knowledge is the essence of learning; and connecting people to knowledge and knowledge to people is the essence of relationships. Salient Features: ? Relationship marketing and Learning organization perspectives provide cutting-edge content. ? Technology is emphasized throughout, in part by providing web sites for all chapter-opening profiles and Web exercises at the end of each chapter. ? Unique treatment of electronic marketing and other forms of direct communication in the One to One Marketing chapter. ? The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books. ? Unique chapters: Weaving Marketing into the Fabric of the Firm; The One to One Media; and Customer Retention and Maximization. ? Each chapter opens with a company or industry profile that is then used as a running example throughout the chapter. ? From The Field. These are boxed exhibits: two per chapter with one globally focused. These provide examples and additional concepts to support the chapter. ? Business 2 Business Boxes. Two per chapter, with at least one using the company from the opening profile. This feature encourages students to pause and reflect, incorporating different aspects of learning.