A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace. Written from a highly practical perspective, Business to Business Marketing aims to help readers with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that readers need to know.
Chapter 1 Introduction to Business-to-Business Marketing
Chapter 2 Business-to-Business Environment: Customers, Organizations, and Markets
Chapter 3 Organizational Buying and Buyer Behavior
Chapter 4 The Legal and Reg7ulatory Environment
Chapter 5 Concepts and Context of Business Strategy
Chapter 6 Market Research and Competitive Analysis
Chapter 7 Segmenting, Targeting, and Positioning
Chapter 8 Developing the Product, Service, and Value of the Offering
Chapter 9 Innovation and Competitiveness
Chapter 10 Pricing in Business-to-Business Marketing
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