Business Marketing Management: B2B

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Business Marketing Management, 9th Edition is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum. This comprehensive market leader highlights the similarities between consumer goods and business-to-business marketing; presents a managerial rather than a descriptive treatment of business marketing; and reflects the growing body of literature and emerging trends in business marketing practice. Each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing practice as well as a cogent summary and a set of proactive discussion questions. Key Feature Managerial Perspective: The authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face. Cases: A well-balanced mix of cases found at the end of the book enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length but are longer than the end-of-chapter cases, feature prominent companies and isolate one or more business marketing problems for students to analyze. Chapter Objectives: Each chapter opens with a short overview, which includes key learning objectives that students should be aware of and understand after reading the chapter. Chapter Objectives: Each chapter opens with a short overview, which includes key learning objectives that students should be aware of and understand after reading the chapter. End-of-Chapter Summary: Every chapter concludes with a summary of the key concepts and learning objectives highlighted at the beginning of each chapter, helping students to recognize the key issues discussed. End-of-Chapter Summary: Every chapter concludes with a summary of the key concepts and learning objectives highlighted at the beginning of each chapter, helping students to recognize the key issues discussed. Discussion Questions: Found at the end of each chapter, the discussion questions stimulate students'' critical-thinking skills and emphasize key concepts in each chapter. Table of Contents Preface. Part I: The Environment of Business Marketing. A Business Marketing Perspective. The Business Markets: Perspectives on the Organizational Buyer. Part II: Managing Relationships in Business Marketing. Organizational Buying Behavior. Customer Relationship Management Strategies for Business Markets. Part III: Assessing Market Opportunities. Segmenting the Business Market. Organizational Demand Analysis. Part IV: Formulating business marketing strategy. Business Marketing Planning: Strategic Perspectives. Business Marketing Strategies for Global Markets. Managing Products for Business Markets. Managing Innovation and New Industrial Product Development. Managing Services for Business Markets. Managing Business Marketing Channels. E-Commerce Strategies for Business Markets. Supply Chain Strategies. Pricing Strategy for Business Markets. Business Marketing Communications: Advertising and Sales Promotion. Business Marketing Communications: Managing the Personal Selling Function. Part V: Evaluating business marketing strategy and performance. Controlling Business Marketing Strategies. Cases. Glossary. Index.