Business to Business Marketing / Edition 1

by Robert Vitale, Waldemar Pfoertsch, Joseph Giglierano

Overview

Written from a highly practical perspective, Business to Business Marketing aims to help students with limited marketing experience understand the concepts in business-to-business marketing.

KEY TOPICS: Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies

MARKET: For those interested in understanding business-to-business marketing.

Product Details

ISBN-13:	9780136058281
Publisher:	Pearson Education
Publication date:	08/03/2010
Series:	Pearson Custom Business Resources Series
Edition description:	New Edition
Pages:	552
Product dimensions:	7.10(w) x 9.10(h) x 1.00(d)

Table of Contents

Chapter 1: Introduction to Business-to-Business Marketing
Chapter 2: Business-to-Business Environment: Customers, Organizations, and Markets
Chapter 3: Organizational Buying and Buyer Behavior
Chapter 4: The Legal and Regulatory Environment
Chapter 5: Concepts and Context Of Business Strategy
Chapter 6: Market Research and Competitive Analysis
Chapter 7: Segmenting, Targeting, and Positioning
Chapter 8: Developing the Product, Service, and Value of The Offering
Chapter 9: Innovation and Competitiveness
Chapter 10: Pricing in Business-to-Business Marketing
Chapter 11: Business Development and Planning
Chapter 12: Business-to-Business Selling Developing and Managing the Customer Relationship
Chapter 13: Business-to-Business Branding Creating and Fostering the Brand
Chapter 14: Channel Relationships and Supply Chains
Chapter 15: Communicating with the Market
Chapter 16: Business Ethics and Crisis Management Case Studies