Business to Business Marketing

PART 1 understanding business to business marketing

1 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

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.