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Tables of Contents for Business Marketing
Chapter/Section Title
Page #
Page Count
Preface
xxv
Part I Business Markets and Business Marketing
4
112
Chapter 1 Introduction to Business Marketing
4
24
Chapter 2 The Character of Business Marketing
28
30
Chapter 3 Purchasing and Materials Management
58
32
Chapter 4 Organizational Buyer Behavior
90
26
Part II Foundations for Creating Value
116
100
Chapter 5 Market Opportunities: Current and Potential Customers
116
32
Chapter 6 Marketing Strategy
148
36
Chapter 7 Weaving Marketing into the Fabric of the Firm
184
32
Part III Business Marketing Programming
216
218
Chapter 8 Developing and Managing Products: What Do Customers Want?
216
30
Chapter 9 Business Marketing Channels: Partnerships for Customer Service
246
34
Chapter 10 Integrating Marketing Communications
280
26
Chapter 11 Communicating with the Market: Advertising, Public Relations, and Trade Shows
306
30
Chapter 12 IMC: The One-to-One Media
336
32
Chapter 13 Sales and Sales Management
368
32
Chapter 14 Pricing and Negotiating for Value
400
34
Part IV Investing for Value in Customers and Yourself
434
82
Chapter 15 Evaluating Marketing Efforts
434
30
Chapter 16 Customer Retention and Maximization
464
34
Chapter 17 The Future of Business Marketing: Globalization, Technology, and Career Trends
498
18
Cases
516
117
Glossary
633
16
Endnotes
649
8
Index
657