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9780324072969

Business to Business Marketing

by ;
  • ISBN13:

    9780324072969

  • ISBN10:

    0324072961

  • Format: Paperback
  • Copyright: 2001-11-15
  • Publisher: South-Western College Pub
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Supplemental Materials

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Summary

Designed to prepare upper-level undergraduate and graduate business students for work in the exciting field of marketing, this textfocuses on the basic principles of business marketing. Enlivened by interesting scenarios involving actual companies, people, and eventswithin the business world, the examples serve to deepen student appreciation for business-to-business marketing while differentiating itfrom consumer marketing. A variety of real-world examples, based upon the authors' experience as business marketers in Silicon Valley,help to enrich the text.

Table of Contents

Preface xix
Introduction to Business-to-Business Marketing
2(28)
Classifying Customers, Organizations, and Markets
30(28)
Organizational Buying and Buyer Behavior
58(30)
The Legal and Political Environment
88(22)
Concepts and Context of Business Strategy
110(34)
Assessing and Forecasting Markets
144(44)
Segmenting, Targeting, and Positioning
188(32)
Planning and Positioning the Value Offering
220(36)
Innovation, Branding, and Competitiveness
256(34)
Pricing in Business-to-Business Marketing
290(46)
Business-to-Business Selling: Developing and Managing the Customer Relationship
336(36)
Channel Relationships
372(44)
Communicating with the Market
416(40)
Business Ethics and Crisis Management
456(54)
LastMile Corporation: Choosing a Development Partner
486(12)
Automotive Headlamps
498(8)
Marketing Plastic Resins: GE and BW
506(4)
Glossary 510(10)
Subject Index 520(11)
Name Index 531(2)
Company and Product Index 533

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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