Business to Business Marketing

Neuausgabe 2010
ISBN: 978-0-07-712189-1
Verlag: McGraw Hill LLC

Buch, Englisch, 400 Seiten, Format (B × H): 197 mm x 264 mm, Gewicht: 928 g

Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.Wim G. Biemans draws from more than two decades’ experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.

Autoren/Hrsg.

Biemans, Wim G.

Biemans, Wim

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

PART 1 understanding business to business marketing1 B2B marketing PART 2 Making sense of customers and markets 2 Understanding B2B customers 3 Making sense of B2B markets PART 3 Defining value for customers 4 Creating value for customers PART 4 Translating the value proposition into marketing instruments 5 Managing products and services 6 Managing sales and delivery channels 7 Managing communication 8 Managing price PART 5 Marketing evaluation and control 9 Marketing implementation, evaluation and control PART 6 implementing a value-creating organisation 10 Designing and maintaining a value-creating organisation Cases Case 1 Vekoma: Selling roller coasters Case 2 Cater Inc.: Targeting the buying centre Case 3 WWSA: In search of a value proposition Case 4 KPN: Learning from customers Case 5 NNZ: Innovation in a trading company Case 6 Ford/Firestone: Dealing with product problems Case 7 Philips Crypto: Pricing a completely new product

Über Autor(innen)

Biemans, Wim
Wim G. Biemans is Associate Professor at the Faculty of Economics and Business, University of Groningen. He has over two decades’ experience teaching students and training marketing executives, and received the Thomas P. Hustad Best Paper Award for Outstanding Professional Contribution for 2007.