Business-to-Business Marketing: A Strategic Approach (Paperback)

Table of Contents: Preface to the Second EditionCompanion WebsiteI: FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETINGBusiness-to-Business Markets and MarketingBuyer BehaviourInter-Firm Relationships and NetworksII: BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGYBusiness-to-Business Marketing StrategyResearching Business-to-Business MarketsBusiness Market SegmentationIII: COMMUNICATING AND INTERACTING WITH CUSTOMERSMarket CommunicationRelationship CommunicationRelationship Portfolios and Key Account ManagementIV: MANAGING MARKETING PROCESSESManaging Product OfferingsRoutes to MarketPrice-Setting in Business-to-Business MarketsGlossaryReferencesIndex