Business Marketing Management: B2B, 11th Edition
- Helping students make the most of their study time, each chapter provides an overview, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing in practice as well as a cogent summary and a set of proactive discussion questions.
- Emphasizing relationship marketing strategies, the text offers expansive coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs.
- A timely and richly illustrated discussion highlights the determinants and social ingredients of strategic alliance success.
- Specific steps are outlined for building and managing a profitable B2B brand.
- Specific metrics are presented for measuring the impact of marketing strategy decisions on firm performance.
Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's dynamic B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition includes additional emphasis on automated B2B practices and the impact of the Internet. A well-balanced mix of cases equips students with a variety of hands-on applications. With its complete and timely treatment of business marketing, BUSINESS MARKETING MANAGEMENT minimizes the overlap with other marketing courses. It is an excellent text for undergraduate as well as MBA-level courses.
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