Table of Contents

PART I: DISCUSSION.
1. Introduction.
2. Organizational markets and organizational marketing.
3. Organizational buyer behaviour and the purchasing process.
4. Marketing management in organizational markets.
5. Competitiveness and collaboration in organizational markets.
PART II: READINGS.
1. Contributions to Marketing Theory and Practice.
2. Purchasing management.
3. Overhauling the new product process.
4. An interaction approach.
PART III: CASES.
1. Marketing IT systems to supermarket retailers.
2. Product development in reality.
MINI-CASES.
Professionalism in purchasing: two examples
Some of the issues in new task buying faced by a car manufacturer
Energy purchasing at the Big Building Society
Adapting and compromising over product specification
Goods receiving and payment systems in a UK car manufacturer
A report on windscreen problems by a quality inspector
The problems of cost-based pricing and market-based pricing
Uncooperative supplier-customer relationships in the US automobile industry
Mielbon Vite - telesales staff replace field sales representatives
The MCI case: sales force management
How IBM and Dove Computers won major hospital contracts
Internal marketing: top-down or bottom-up?
Purchasing and inventory management at Jimmy''s

About the Author

Dominic Wilson lectures in Marketing and Strategy at UMIST. In this book he draws on his previous experience in the public and private sectors in the UK and Australia, and on his extensive research conducted over the last twelve years with colleagues from the Manchester School of Management at UMIST.

Reviews

1. Introduction 2. Organizational Markets and Marketing 3. Organizational Buyer Behaviour 4. Inter-Organizational Relationships and Collaboration 5. The Marketing Mix in Organizational Markets 6. Further Issues 7. Conclusion