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
| Title |
B2B Marketing:Text and Cases 5/e
|
| ISBN-13 |
—
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| ISBN-10 |
—
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| Publisher / Imprint |
McGraw Hill
|
| Binding |
Paperback
|
| Edition |
1st Edition
|
| Publication Date |
2026
|
| Number of Pages |
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Table of contents is being compiled for this publication.
