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Business-to-Business Marketing

Business-to-Business Marketing
A Strategic Approach

Third Edition

560 pages | SAGE Publications, Inc
Thoroughly updated throughout, this much-anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include faster product and service development, shortened product life cycles, new processes for selling, distribution, and customer service, increase in entrepreneurial firms, and the need to create and sustain long-term customer relationships. Separate chapters are devoted to buying decisions, market research and analysis, and purchasing practices, including treatment of the latest technological developments in just-in-time systems, web-based procurement, and enterprise resource planning and manufacturing systems.

Each chapter includes illustrations of real world marketing issues, key concepts, learning objectives, and discussion questions. An instructor's manual test with items is available.

The Unique Nature of Industrial Marketing
Exploring the Customer's Purchasing Operation
How Organizations Make Buying Decisions
Building Customer Relationships
Segmentation and Targeting of Business Markets
Industrial Marketing Research and Intelligence
Strategy and the Industrial Marketer
Innovation, Entrepreneurship and the Business Marketer
Marketing Industrial Products and Services
A Creative Perspective on Industrial Pricing
Communications with Business Customers
Engineering the Promotional Mix

The Changing Role of the Sales Force
Distribution and the Value-Added Chain
The Need for Accountability
Control and the Industrial Marketer


Michael Harry Morris

Leyland Pitt

Leyland Pitt is the Dennis Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, Canada, and also Affiliate Professor in Industrial Marketing at the Royal Institute of Technology, Stockholm, Sweden. He has also taught on executive and MBA programs at schools such as the Graham School of Continuing Studies (University of Chicago), Columbia University Graduate School of Business, Rotterdam School of Management, and London Business School. His work has been published in such journals, as Information Systems Research, Journal of the Academy of Marketing Science, Sloan Management Review, California... More About Author

Earl Dwight Honeycutt, Jr