Business Marketing: Connecting Strategy, Relationships, and Learning

Business Marketing, 4e is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing. This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.

(McGraw-Hill)

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Part I: Business Markets and Business Marketing

1 Introduction to Business Marketing

2 The Character of Business Marketing
3 The Purchasing Function

4 Organizational Buyer Behavior

Part II: Foundations for Creating Value

5 Market Opportunities

6 Marketing Strategy

7 Weaving Marketing into the Fabric of the Firm

Part III: Business Marketing Programming

8 Developing and Managing Offerings

9 Business Marketing Channels

10 Creating Customer Dialogue

11 Communicating via Advertising, trade Shows, and PR

12 The One-To-One Media

13 Sales and Sales Management

14 Pricing & Negotiating for Value

Part IV: Managing Programs and Customers

15 Evaluating Marketing Efforts

16 Customer Retention and Maximization

Cases

1. Blue track Sourcing

2. Calox (A) (B)

3. Daynor Chemical Company

4. ExhibitsPlus

5. Fleury Equipment de Batiment

6. JC Decaux

7. Jewelmart.com

8. Lafarge-Aget

9. Li & Fung Limited

10. Little Tikes Commercial Play Systems

11. Materials Engineering and testing Laboratories

12. Outdoor Sporting Products

13. Pfizer Animal Health Products (A) (B)

14. Planktos Inc.

15. Strategic Marketing Insights

16. SPC Products

17. Three Rivers Optical

18. Whole Tree Energy

(McGraw-Hill)