Business Marketing：Connecting Strategy, Relationships and Learning(4版)

　　Business Marketing, 4e is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing. This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.
 

PART I: BUSINESS MARKETS AND BUSINESS MARKETING
Ch 1 Introduction to Business Marketing
Ch 2 The Character of Business Marketing
Ch 3 The Purchasing Function
Ch 4 Organizational Buyer Behavior

PART II: FOUNDATIONS FOR CREATING VALUE
Ch 5 Market Opportunities
Ch 6 Marketing Strategy
Ch 7 Weaving Marketing into the Fabric of the Firm

PART III: BUSINESS MARKETING PROGRAMMING
Ch 8 Developing and Managing Offerings
Ch 9 Business Marketing Channels
Ch10 Creating Customer Dialogue
Ch11 Communicating via Advertising, trade Shows, and PR
Ch12 The One-To-One Media
Ch13 Sales and Sales Management
Ch14 Pricing & Negotiating for Value

PART IV: MANAGING PROGRAMS AND CUSTOMERS
Ch15 Evaluating Marketing Efforts
Ch16 Customer Retention and Maximization

CASES
1. Blue track Sourcing
2. Calox (A) (B)
3. Daynor Chemical Company
4. ExhibitsPlus
5. Fleury Equipment de Batiment
6. JC Decaux
7. Jewelmart.com
8. Lafarge-Aget
9. Li & Fung Limited
10.Little Tikes Commercial Play Systems
11.Materials Engineering and testing Laboratories
12.Outdoor Sporting Products
13.Pfizer Animal Health Products (A) (B)
14.Planktos Inc.
15.Strategic Marketing Insights
16.SPC Products
17.Three Rivers Optical
18.Whole Tree Energy