ESCP Europe

Business- to- Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly-emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised post-graduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence. Features include: - Comparisons between B2B and B2C marketing; - Up-to-date examples reflecting national and international marketing needs; - Case studies in each chapter based on local and global B2B examples; - End-of-chapter questions linked to chapter material. from back cover.

Chapter 1: The business marketing environment in the modern world --- Chapter 2: Understanding environment influences affecting organisational behaviour and markets --- Chapter 3: Understanding business marketing environments --- Chapter 4: Decision making and segmenting business markets --- Chapter 5: Managing business products/services for strategic advantage in business-to-business markets --- Chapter 6: Managing business marketing channels --- Chapter 7: Pricing strategies for business markets --- Chapter 8: Business-to-business strategic communications --- Chapter 9: Formulating business-to-business marketing strategy --- Chapter 10: Strategic business approaches to different and changing market conditions.