Business Marketing Management : 10th Ed

Key Features

Relationship Marketing Strategies: new and expanded coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs.

Strategic Alliances: a timely and richly illustrated discussion of the determinants and social ingredients of alliance success. Strong B2B Brands: specific steps for building and managing a profitable B2B brand.

Marketing Performance Measurement: a timely treatment of specific metrics for measuring the impact of marketing strategy decisions on firm performance. A Value-Based Approach for Pricing: a timely description of a framework for identifying and measuring value by customer segment. A Customer-Centered

Approach to Channel Design: a fresh approach for designing channels from the bottom up, rather than the top down.

Other new topics of interest: the new edition includes expanded treatment of customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies.

Chapters combined: Based on review feedback, the previous edition’s chapters on segmenting the business market and organizational demand analysis have been combined to one comprehensive chapter–Segmenting the Business Market and Estimating Segment Demand. Managerial Perspective: The authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face. Consumer Goods and B2B Marketing: Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, this text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. End-of-Text Cases: A well-balanced mix of cases found at th