Table of Contents:
Preface to the Second Edition
Companion Website
I: FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETING
Business-to-Business Markets and Marketing
Buyer Behaviour
Inter-Firm Relationships and Networks
II: BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGY
Business-to-Business Marketing Strategy
Researching Business-to-Business Markets
Business Market Segmentation
III: COMMUNICATING AND INTERACTING WITH CUSTOMERS
Market Communication
Relationship Communication
Relationship Portfolios and Key Account Management
IV: MANAGING MARKETING PROCESSES
Managing Product Offerings
Routes to Market
Price-Setting in Business-to-Business Markets
Glossary
References
Index