I. Wallace: Building Long-Term Relationships with Organizational Buyers
A. Selling integrated systems to increase customer value
B. Wooing American Airlines II. Marketing Challenges Addressed in Chapter 6 III. Who is the Customer?
A. A comparison of organizational versus consumer markets
B. The organizational customer is usually a group of individuals IV. How Organizational Members Mark Purchase Decisions
A. Types of buying situations
B. The purchase decision-making process
C. The marketing implications of different organizational purchasing situations
D. Purchasing processes in government markets V. Selling Different Kinds of Goods and Services to Organizations Requires Different Marketing Programs
A. Raw materials
B. Component materials and parts
C. Installations
D. Accessory equipment
E. Operating supplies
F. Business services | 
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