Business To Business Marketing (b2b Sales And Marketing)

Me Graw Hill Education Course Course Number create TM B2B Marketing MKT 1212 College Printed by: ( publisher and Publisher: McGraw-Hill - Canada. Duplication is prohibited by the Me Graw Hill Education create TM - 2018 1307255612 9781307255614 Store ( terms of service. Printed by: ( College Publisher: McGraw-Hill - Canada. Duplication is prohibited by the publisher and Store ( terms of service. Contents PART 1 Understanding Business to Business Marketing 1. B2B marketing 3 PART 2 Making Sense of Customers and Markets 2. Understanding B2B customers 35 3. Making sense of B2B markets 68 PART 3 Defining Superior Value for Customers 4. Creating value for customers 101 1 33 99 PART 4 Translating the Value Proposition into Marketing Instruments 5. Managing products and services 135 6. Managing sales and delivery channels 182 7. Managing communication 219 8. Managing price 253 PART 5 Marketing Evaluation and Control 133 285 9. Marketing implementation, evaluation and control 287 PART 6 Implementing a Value-creating Organisation 10. Designing and implementing a value-creating organisation 313 Cases 311 339 A. Vekoma: Selling roller-coasters 341 B. Cater Inc.: Targeting the buying centre 345 C. WWSA: In search of a value proposition 348 D. KPN: Learning from customers 352 E. Ford/Firestone: Dealing with product problems 356 F. NNZ: Innovation in a trading company 358 G. Philips Crypto: Pricing a completely new product 362 iii Printed by: ( College Publisher: McGraw-Hill - Canada. Duplication is prohibited by the publisher and Store ( terms of service. Credits PART 1 Understanding Business to Business Marketing 1 1. B2B marketing: Chapter 1 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 3 PART 2 Making Sense of Customers and Markets 33 2. Understanding B2B customers: Chapter 2 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 35 3. Making sense of B2B markets: Chapter 3 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 68 PART 3 Defining Superior Value for Customers 99 4. Creating value for customers: Chapter 4 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 101 PART 4 Translating the Value Proposition into Marketing Instruments 133 5. Managing products and services: Chapter 5 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 135 6. Managing sales and delivery channels: Chapter 6 from Business to Business Marketing: A ValueDriven Approach by Biemans, 2010 182 7. Managing communication: Chapter 7 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 219 8. Managing price: Chapter 8 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 253 PART 5 Marketing Evaluation and Control 285 9. Marketing implementation, evaluation and control: Chapter 9 from Business to Business Marketing: A Value-Driven Approach by Biemans, 2010 287 PART 6 Implementing a Value-creating Organisation 311 10. Designing and implementing a value-creating organisation: Chapter 10 fr