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Book Categories |
Preface | ||
Pt. I | The Environment of Business Marketing | 1 |
Ch. 1 | A Business Marketing Perspective | 3 |
Ch. 2 | The Business Market: Perspectives on the Organizational Buyer | 34 |
Pt. II | The Organizational Buying Process | 67 |
Ch. 3 | Organizational Buying Behavior | 69 |
Ch. 4 | Relationship Strategies for Business Markets | 98 |
Pt. III | Assessing Market Opportunities | 127 |
Ch. 5 | Business Marketing Intelligence | 129 |
Ch. 6 | Segmenting the Business Market | 164 |
Ch. 7 | Organizational Demand Analysis | 190 |
Pt. IV | Formulating Business Marketing Strategy | 223 |
Ch. 8 | Business Marketing Planning: Strategic Perspectives | 225 |
Ch. 9 | Business Marketing Strategies for Global Markets | 257 |
Ch. 10 | Managing Products for Business Markets | 288 |
Ch. 11 | Managing Innovation and New Industrial Product Development | 315 |
Ch. 12 | Managing Services for Business Markets | 343 |
Ch. 13 | Managing Business Marketing Channels | 375 |
Ch. 14 | Business Marketing Channels: The Logistical Interface | 411 |
Ch. 15 | Pricing Strategy for Business Markets | 440 |
Ch. 16 | Business Marketing Communications: Advertising and Sales Promotion | 468 |
Ch. 17 | Business Marketing Communications: Managing the Personal Selling Function | 501 |
Pt. V | Evaluating Business Marketing Strategy and Performance | 529 |
Ch. 18 | Controlling Business Marketing Strategies | 531 |
Pt. VI | Cases | 559 |
Name Index | 759 | |
Subject Index | 765 |
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