Although the basic objectives, approach, and style of earlier editions have been maintained, several changes and additions have been made that reflect both the growing body of literature and the emerging trends in business marketing practice. Specifically, the following themes and distinctive features are incorporated into the ninth edition:
- Customer Profitability Analysis and Relationship Management :
new and expanded coverage of customer profitability analysis
and strategies for building a relational advantage.
- Integrated Strategic Perspective Using the Balanced
Scorecard and Strategy Mapping Tools : a timely and richly
illustrated discussion of alternative customer strategies,
internal business processes, and critical performance
metrics.
- Rapidly Developing Economies : the challenges that rapidly
developing economies like China and India present to
business marketing firms, along with the opportunities to
seize significant cost, market access, and capability
advantages.
- Disruptive Innovation Strategies : new coverage of strategies
for managing products across the technology life cycle and
reaching underserved customers.
- A Customer Solutions Perspective : a timely description of
how leading firms use products as the platform for the
delivery of services, yielding more durable competitive
advantages.
- Account Management Success : coverage of the cracteristics
of high-performing account managers and the strategies that
they follow across the sales process.
- B2B Top Performers : a new boxed feature that highlights
the people, practices, or firms that demonstrate superior
performance in business marketing.
Part I The Environment of Business Marketing
Part II Managing Relationships in Business Marketing
Part III Assessing Market Opportunities
Part IV Formulating Business Marketing Strategy
Part V Evaluating Business Marketing Strategy and Performance