Business Marketing Management: B2B

Cover
Contents
Preface
About the Authors
Part 1: The Environment of Business Marketing
	Chapter 1: A Business Marketing Perspective
		Defining the Scope of Business (B2B) Marketing
		Types of Business Market (B2B) Customers
		Business (B2B) Markets vs. Consumer (B2C) Markets
		Classifying B2B Products and Services
		Adapting Business Marketing Strategy among the Classification Categories
		Key Imperatives for Business Marketing Management
		The Nature of Buyer-Seller Relatonships in a Product\'s Supply Chain
		A Look Ahead
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Cases
Part 2: Managing Relationships in Business Marketing
	Chapter 2: Organizational Buying Behavior
		The B2B Customer Decision Journey
		The Organizational Buying Process
		Factors Influencing the Organizational Buying Process: Types of Customer Buying Situations
		Factors Influencing the Organizational Buying Process: Environmental Forces
		Factors Influencing the Organizational Buying Process: Organizational Forces
		Factors Influencing the Organizational Buying Process: Group Forces
		Factors Influencing the Organizational Buying Process: Individual Forces
		Summary
		Discussion Questions
		Internet Exercises
		Endnotes
		Cases
	Chapter 3: Customer Relationship Management Strategies for Business Markets
		The Strategic Importance of Relationship Marketing
		Managing Collaborative and Transactional Buyer-Seller Relationships
		Measuring Customer Profitability
		Customer Relationship Management
		Relationship Marketing Success
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
Part 3: Assessing Market Opportunities
	Chapter 4: Segmenting the Business Market and Estimating Segment Demand
		Business Market Segmentation Requirements and Benefits
		Bases for Segmenting Business Markets
		Methods of Forecasting Demand
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Cases
Part 4: Formulating Business Marketing Strategy
	Chapter 5: Business Marketing Planning: Strategic Perspectives
		Marketing\'s Strategic Role
		The Components of a Business Model
		Marketing Excellence
		Building the StrategIc Plan
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
	Chapter 6: ESG and Business Marketing Strategies for Global Markets
		The Key Components of a Firm\'s ESG Profile
		How a Strong ESG Proposition Can Capture Profitability
		Forces That Shape Global Advantange for the Firm
		Global Market Entry Options
		Global Strategy Insights
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		WD-40 Company
	Chapter 7: Managing Products for Business Markets
		Building a Strong B2B Brand
		Product Quality and Customer Value
		Product Policy
		Planning Industrial Product Strategy
		Smart, Connected Products Transforming Competition
		Smart, Connected Products: Strategic Choices
		Summary
		Discussion Questions
		Internet Exercises
		Endnotes
		Cases
	Chapter 8: Managing Innovation and New Industrial Product Development
		The Management of Innovation
		Managing Technology
		Powering Innovation in the Digital Era
		The New-Product-Development Process
		Determinants of New Product Performance and Timeliness
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Cases
	Chapter 9: Managing Services for Business Markets
		Understanding the Customer Experience (CX)
		Delivering Effective Customer Solutions
		Business Service Marketing: Special Challenges
		Delivering the Service Customer Benefit Concept
		The Essentials of Customer Satisfaction Evaluations
		Forming Service Quality Evaluations
		The Fundamentals of Service Recovery Processes
		Hybrid Offerings: The Best of Both Worlds
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
	Chapter 10: Managing Business Marketing Channels: The Omnichannel Imperative
		The Business Marketing Channel: Channel Types and Trends
		Marketing Channel Participants: Industrial Distributors and Manufacturer\'s Representatives
		Channel Design
		Channel Administration
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Cases
	Chapter 11: Supply Chain Management
		Supply Chain Management: A Tool for Competitive Advantage
		Successfully Applying the Supply Chain Management Approach
		Building a Resilient Supply Chain: Six Strategies for Supply Chain Resillience
		Logistics as the Critical Element in Supply Chain Management
		The Strategic Role of Logistics
		Calculating Logistics Costs
		Business-to-Business Logistical Service as a Measure of Supplier Performance
		Business-to-Business Logistical Management Components
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
	Chapter 12: Pricing Strategies for Business Markets
		Overcoming the Challenges of Inflation
		Key Components of the Price-Setting Process in Business Markets
		Pricing across the Product Life Cycle
		Responding to Price Attacks by Competitors
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Cases
	Chapter 13: Marketing Communications and the Customer Decision Journey
		The Customer Decision Journey
		Enabling a Digital-First Customer Experience
		Decision Stages for Managing Business-to-Business Advertising
		Measuring Advertising Effectiveness
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
	Chapter 14: B2B Sales Strategies for Digital-First Buyers
		Hybrid Selling for Digital-First Buyers
		Leveraging Social Media
		Organizing the Personal Selling Effort
		Key Account Management
		Isolating the Account Management Process
		Deployment Analysis: A Strategic Approach
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
Part 5: Evaluating Business Marketing Strategy and Performance
	Chapter 15: Marketing Performance Measurement
		Chief Marketing Officer\'s (CMOs) Strategic Priorities
		A Strategy Map: Portrait of an Integrated Plan
		Marketing Strategy: Allocating Resources
		The Marketing Control Process
		Implementation of Business Marketing Strategy
		Summary
		Discussion Questions
		Internet Exercise
		Endnotes
		Case
Index