Business to Business Marketing Management : A Global Perspective (Paperback, 4 ed)

SectionI: The Business Market Environment 1. Introduction to business to business marketing 2. How business organizations buy 3. Strategic planning for global business markets 4. Ethical considerations for business marketers Section II: Evaluating Market Opportunities 5. Market research 6. Segmentation, targeting, and positioning 7. Market entry tactics Section III: Formulating the Marketing Mix 8. Product strategy and product development 9. Services for business markets 10. Pricing 11. Supply chain management 12. Managing distribution channels 13. Business to business marketing communications 14. Customer relationships and key-account management 15. Sales promotion, exhibitions, and trade fairs 16. Public relations and corporate reputation management Section IV: Managing the Marketing Program 17. Marketing planning, implementation, and control 18. Organizing for maximum effectiveness 19. The future of business marketing