Part I: Business Markets and Business Marketing

Chapter 1 Introduction to Business Marketing

Chapter 2 The Character of Business Marketing

Chapter 3 The Purchasing Function

Chapter 4 Organizational Buyer Behavior

Part II: Foundations for Creating Value

Chapter 5 Market Opportunities

Chapter 6 Marketing Strategy

Chapter 7 Weaving Marketing into the Fabric of the Firm

Part III: Business Marketing Programming

Chapter 8 Developing and Managing Offerings

Chapter 9 Business Marketing Channels

Chapter 10 Creating Customer Dialogue

Chapter 11 Communicating via Advertising, trade Shows, and PR

Chapter 12 The One-To-One Media

Chapter 13 Sales and Sales Management

Chapter 14 Pricing & Negotiating for Value

Part IV: Managing Programs and Customers

Chapter 15 Evaluating Marketing Efforts

Chapter 16 Customer Retention and Maximization

Cases