Business to Business Marketing

BUSINESS-TO-BUSINESS MARKETING - FRONT COVER
BUSINESS-TO-BUSINESS MARKETING
COPYRIGHT
TABLE OF CONTENTS
LIST OF CASE STUDIES
LIST OF SNAPSHOTS
ABOUT THE AUTHORS
PREFACE
ONLINE RESOURCES
LIST OF ABBREVIATIONS
PART I - FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETING
CHAPTER 1 - BUSINESS-TO-BUSINESS MARKETS AND MARKETING
CHAPTER 2 - BUYER BEHAVIOUR
CHAPTER 3 - INTER-FIRM RELATIONSHIPS AND NETWORKS
PART II - BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGY
CHAPTER 4 - RESPONSIBLE BUSINESS-TO-BUSINESS STRATEGY
CHAPTER 5 - RESEARCHING BUSINESS-TO-BUSINESS MARKETS
CHAPTER 6 - BUSINESS MARKET SEGMENTATION
PART III - COMMUNICATING AND INTERACTING WITH CUSTOMERS
CHAPTER 7 - MARKET COMMUNICATION
CHAPTER 8 - RELATIONSHIP COMMUNICATION
CHAPTER 9 - RELATIONSHIP PORTFOLIOS AND KEY ACCOUNT MANAGEMENT
PART IV - MANAGING MARKETING PROCESSES
CHAPTER 10 - MANAGING PRODUCT OFFERINGS
CHAPTER 11 - ROUTES TO MARKET
CHAPTER 12 - PRICE-SETTING IN BUSINESS-TO-BUSINESS MARKETS
GLOSSARY
REFERENCES
INDEX