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Business-to-Business Marketing
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Business-to-Business Marketing
A Strategic Approach

Third Edition

March 2001 | 560 pages | SAGE Publications, Inc

Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles;, new processes for selling, distribution, and customer service; increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships. Separate chapters are devoted to buying decisions, market research and analysis, and purchasing practices, including treatment of the latest technological developments in just-in-time systems, Web-based procurement, and enterprise resource planning and manufacturing systems. Each chapter includes illustrations of real world marketing issues, key concepts, learning objectives, and discussion questions.

 


 
The Unique Nature of Industrial Marketing
 
Exploring the Customer's Purchasing Operation
 
How Organizations Make Buying Decisions
 
Building Customer Relationships
 
Segmentation and Targeting of Business Markets
 
Industrial Marketing Research and Intelligence
 
Strategy and the Industrial Marketer
 
Innovation, Entrepreneurship and the Business Marketer
 
Marketing Industrial Products and Services
 
A Creative Perspective on Industrial Pricing
 
Communications with Business Customers
Engineering the Promotional Mix

 
 
The Changing Role of the Sales Force
 
Distribution and the Value-Added Chain
 
The Need for Accountability
Control and the Industrial Marketer

 

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