BUSINESS TO BUSINESS MARKETING BIEMANS W. Księgarnia

Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students.

This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.

Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.

Table of Contents

PART 1 Understanding business to business marketing
1 B2B marketing
PART 2 Making sense of customers and markets
2 Understanding B2B customers
3 Making sense of B2B markets
PART 3 Defining value for customers
4 Creating value for customers
PART 4 Translating the value proposition into marketing instruments
5 Managing products and services
6 Managing sales and delivery channels
7 Managing communication
8 Managing price
PART 5 Marketing evaluation and control
9 Marketing implementation, evaluation and control
PART 6 Implementing a value-creating organisation
10 Designing and maintaining a value-creating organisation

Cases
Case 1 Vekoma: Selling roller coasters
Case 2 Cater Inc.: Targeting the buying centre
Case 3 WWSA: In search of a value proposition
Case 4 KPN: Learning from customers
Case 5 NNZ: Innovation in a trading company
Case 6 Ford/Firestone: Dealing with product problems
Case 7 Philips Crypto: Pricing a completely new product

400 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.