Business to Business Marketing

PART 1 understanding business to business marketing

1 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