Business Marketing Management : B2B

BUSINESS MARKETING MANAGEMENT, 10th 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.

Features：
•Relationship Marketing Strategies: new and expanded coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs.
•Strategic Alliances: a timely and richly illustrated discussion of the determinants and social ingredients of alliance success.
•Strong B2B Brands: specific steps for building and managing a profitable B2B brand.
•Marketing Performance Measurement: a timely treatment of specific metrics for measuring the impact of marketing strategy decisions on firm performance.
•A Value-Based Approach for Pricing: a timely description of a framework for identifying and measuring value by customer segment.
•A Customer-Centered Approach to Channel Design: a fresh approach for designing channels from the bottom up, rather than the top down.
•Other new topics of interest: the new edition includes expanded treatment of customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies.
•Chapters combined: Based on review feedback, the previous edition's chapters on segmenting the business market and organizational demand analysis have been combined to one comprehensive chapter—Segmenting the Business Market and Estimating Segment Demand. 

PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
2. The Business Market: Perspectives on the Organizational Buyer.

PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets.

PART III: ASSESSING MARKET OPPORTUNITIES.
5. Segmenting the Business Market and Estimating Segment Demand.

PART IV: FORMULATING BUSINESS MARKETING STRATEGY.
6. Business Marketing Planning: Strategic Perspectives.
7. Business Marketing Strategies for Global Markets.
8. Managing Products for Business Markets.
9. Managing Innovation and New Industrial Product Development.
10. Managing Services for Business Markets.
11. Managing Business Marketing Channels.
12. E-Commerce Strategies for Business Markets.
13. Supply Chain Strategies.
14. Pricing Strategy for Business Markets.
15. Business Marketing Communications: Advertising and Sales Promotion.
16. Business Marketing Communications: Managing the Personal Selling Function.

PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
17. Marketing Performance Measurement.
Cases.
Glossary.
Index.