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Business-to-Business Marketing: A Step-by-Step Guide Ray Wright

Business-to-Business Marketing: A Step-by-Step Guide By Ray Wright

Business-to-Business Marketing: A Step-by-Step Guide by Ray Wright

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Summary

Offering the reader a clear, cogent understanding of B2B marketing, this book is designed specifically to explain the nuances of this sub-discipline. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, it provides a comprehensive overview of an expansive sector

Business-to-Business Marketing: A Step-by-Step Guide Summary

Business-to-Business Marketing: A Step-by-Step Guide by Ray Wright

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 postgraduates, 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

Table of Contents

Preface Chapter 1: The business marketing environment in the modern world Aims and objectives Part 1: What is the business market? Introduction What is the business-to-business market? Why business-to-business marketing? Marketing definitions Growth of business-to-business markets Part 2: Characteristics of business markets Harmonisation of laws in business markets Barriers to trade Economic systems Part 3: Market classification Regional markets for industrial goods and services National markets for industrial goods and services Global markets for industrial goods and services Marketing trading types B2B trading forms: organisational types B2B selling in the not-for-profit sector The need to understand the behaviour of organisations Summary Discussion questions Case study - Web based Bibliography Chapter 2: Understanding environment influences affecting organisational behaviour and markets Aims and objectives Part 1: Macro-environmental factors influencing B2B organisational behaviour Introduction Wider environmental forces Part 2: Immediate environmental factors influencing organisational behaviour Competitive influences Customers and markets Part 3: Demand and supply in the economy Managing demand Derived demand Other demand categories Trends and shifts in demand Measuring the level of demand Demand potential and analysis Market potential Industry and market life cycles Summary Discussion questions Case study - Web based Bibliography Chapter 3: Decision making and segmenting business markets Aims and objectives Part 1: Decision making in B2B organisations Introduction - the purchase function Ethics in business Choosing a supplier The decision-making unit (DMU) The B2B decision-making process (DMP) The buying decision difficulty (BDD) Part 2: Business-to-business segmentation Why segment business markets? Market segmentation Information, marketing research and segmentation Viability of segmentation Part 3: Segmentation methods in business-to-business markets Macro and micro segmentation Macro segmentation Micro segmentation Changing importance of segmentation factors Part 4: Market segmentation process Identify the basis for market segmentation Determine the important characteristics of each segment Evaluate the market attractiveness of each segment Segment selection B2B corporate/product positioning Develop a marketing mix strategy for each targeted segment Summary Discussion questions Case study - Web based http://www.booksites.net/wright Bibliography Chapter 4: Managing business products/services for strategic advantage in business-to-business markets Aims and objectives Part 1: Organisations, products and services Introduction B2B product definition Types of business goods and services Major product/service categories Other B2B product categories Importance of product/service purchase to buying company Characteristics of B2B services Strategic approach to marketing B2B products and services Market research Part 2: Adding value to products Basic benefits demanded in B2C and B2B markets Value added process Unique selling proposition (USP) New product development in B2B marketing Part 3: Branding What is a brand? Corporate and product branding strategies Advantages associated with branding Packaging Summary Discussion questions Case study - Web based http://www.booksites.net/wright Bibliography Chapte

Additional information

GOR004066096
9780273646471
0273646478
Business-to-Business Marketing: A Step-by-Step Guide by Ray Wright
Ray Wright
Used - Very Good
Paperback
Pearson Education Limited
2003-12-17
536
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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