BUSINESS TO BUSINESS MARKETING WRIGHT Księgarnia

Business- to- Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised postgraduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence

Table of Contents

Chapter 1: The business marketing environment in the modern world

Aims and objectives

Part 1: What is the business market?

Part 2: Characteristics of business markets

Part 3: Market classification

Chapter 2: Understanding environment influences affecting organisational behaviour and markets

Aims and objectives

Part 1: Macro-environmental factors influencing B2B organisational behaviour

Part 1: Decision making in B2B organisations

Part 2: Business-to-business segmentation

Part 3: Segmentation methods in business-to-business markets

Part 4: Market segmentation process

Chapter 4: Managing business products/services for strategic advantage in business-to-business markets

Aims and objectives

Part 1: Organisations, products and services

Part 2: Adding value to products

Part 3: Branding

Chapter 5: Managing business marketing channels

Aims and objectives

Part 1: Evaluating strategic channel alternatives

Part 2: Managing the supply chain relationship

Part 3: Management of logistics in B2B markets

Chapter 6: Pricing strategies for business markets

Aims and objectives

Part 1: The meaning of price and marketing in business markets

Part 2: Strategic factors determining price

Part 3: Other aspects of price in B2B marketing

Chapter 7: Business-to-business strategic communications

Aims and objectives

Part 1: Corporate and product business communications

Part 2: Managing business-to-business marketing communications

Part 3: The strategic role of personal selling in B2B markets

Chapter 8: Formulating business-to-business marketing strategy

Aims and objectives

Part 1: The need for business marketing strategy

Part 2: The B2B marketing planning process

Chapter 9: Strategic business approaches to different and changing market conditions

Aims and objectives

Part 1: B2B strategic approaches to different markets

Part 2: Business strategies in B2B international markets

Part 3: Future of national and international B2B marketing

Part 4: Use of technology in the growth and maintenance of businessstrength

522 pages

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