<h2> PART 1 understanding business to business marketing</h2><h3>1 B2B marketing </h3><h2> PART 2 Making sense of customers and markets </h2><h3>2 Understanding B2B customers </h3><h3>3 Making sense of B2B markets </h3><h2> PART 3 Defining value for customers </h2><h3>4 Creating value for customers </h3><h2> PART 4 Translating the value proposition into marketing instruments </h2><h3>5 Managing products and services </h3><h3>6 Managing sales and delivery channels </h3><h3>7 Managing communication </h3><h3>8 Managing price </h3><h2> PART 5 Marketing evaluation and control </h2><h3>9 Marketing implementation, evaluation and control </h3><h2> PART 6 implementing a value-creating organisation </h2><h3>10 Designing and maintaining a value-creating organisation </h3><h2> Cases </h2><h4>Case 1 Vekoma: Selling roller coasters </h4><h4>Case 2 Cater Inc.: Targeting the buying centre </h4><h4>Case 3 WWSA: In search of a value proposition </h4><h4>Case 4 KPN: Learning from customers </h4><h4>Case 5 NNZ: Innovation in a trading company </h4><h4>Case 6 Ford/Firestone: Dealing with product problems </h4><h4>Case 7 Philips Crypto: Pricing a completely new product </h4>