Table of Contents

Section I: The Business Market Environment

1. Introduction to business to business marketing

2. How business organizations buy

3. Strategic planning for global business markets

4. Ethical considerations for business marketers

Section II: Evaluating Market Opportunities

5. Market research

6. Segmentation, targeting, and positioning

7. Market entry tactics

Section III: Formulating the Marketing Mix

8. Product strategy and product development

9. Services for business markets

10. Pricing

11. Supply chain management

12. Managing distribution channels

13. Business to business marketing communications

14. Customer relationships and key-account management

15. Sales promotion, exhibitions, and trade fairs

16. Public relations and corporate reputation management

Section IV: Managing the Marketing Program

17. Marketing planning, implementation, and control

18. Organizing for maximum effectiveness

19. The future of business marketing

About the Author

Alan Zimmerman is Professor and Area Coordinator for the International Business (IB) program at the College of Staten Island, City University of New York, USA.

Jim Blythe is former Visiting Professor of Marketing at Plymouth Business School, UK.