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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.
List of contents
PART 1 understanding business to business marketing1 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
About the author
Wim G. Biemans is Associate Professor at the Faculty of Economics and Business, University of Groningen. He has over two decades’ experience teaching students and training marketing executives, and received the Thomas P. Hustad Best Paper Award for Outstanding Professional Contribution for 2007.
Summary
Marketing to organisations is a substantial and dynamic sector of marketing. This title deals with this topic, and explains the parallels between business to business and consumer marketing. It also emphasizes the concepts and practices developed for this field.
