About the book

Already a popular and well accepted text in the market for the subject, this edition of B2B Marketing carries on the legacy this text has created. ¬The book is comprehensive, well updated and covers the entire gamut of B2B marketing by exploring the area through text and cases. Written with outcome-based learning approach, it offers exhaustive pedagogy and covers latest technological advancements as well as recent trends in the market.

Content:

1. Introduction to B2B Marketing and Markets 
2. Understanding Business Markets and the Environment 
3. Organizational Buying Behavior
4. Managing B2B Customer Relationships 
5. Researching B2B Markets 
6. Segmenting, Targeting and Positioning in Business Markets 
7. Managing Products and Brands for Business Markets 
8. Managing New Industrial Product Development, Innovation, Competition and Technology Adoption Life Cycle 
9. Managing Services for Business Markets 
10. Managing Business Marketing Channels and Supply Chains 
11. Managing Personal Selling Function for Business Markets 
12. Communicating with B2B Markets 
13. Pricing for Business Markets 
14. Planning, Implementation, and Control for a B2B Marketing Company 
15. Technology-Enabled B2B Marketing 
16. International B2B Marketing

Case-chapter Matrix for Integrated Cases