Business Marketing

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Dwyer-Tanner: Business Marketing, Second Edition

Table of Contents Preface I. Business Markets and Business Marketing 1. Introduction to Business Marketing 2. The Character of Business Marketing 3. The Purchasing Function 4. Organizational Buyer Behavior II. Foundations for Creating Value 5. Market Opportunities 6. Marketing Strategy 7. Weaving Marketing into the Fabric of the Firm III. Business Marketing Programming 8. Developing and Managing Products: What Do Customers Want? 9. Business Marketing Channels: Partnerships for Customer Service 10. Managing Customer Relationships 11. Communicating with the Market: Advertising, Public Relations & Trade Shows 12. IMC: The One-to-One Media 13. Sales and Sales Management 14. Pricing and Negotiating for Value IV. Managing Programs and Customers 15. Evaluating Marketing Efforts 16. Customer Retention and Maximization Cases Bama Pie, Ltd. BGH-Motorola Calox (A) (B) Carslberg United Breweries Ltd. Daynor Chemical Company ExhibitsPlus Fearless Eye Jewelmart.com Little Tikes Commercial Play Systems MacTec Control AB Majsperk (A) (B) (C) Marketing in the Hardwood Industry Metropol Base-Fort Security Group Northcrest Salmon

Dwyer−Tanner: Business Marketing, Second Edition

Front Matter

Preface

© The McGraw−Hill Companies, 2003

Preface
Preface
Welcome to the second edition of Business Marketing: Connecting Strategy, Relationships and Learning. In the time that we’ve spent revising the first edition, the rapid change of business marketing has confirmed for us the need for this type of textbook. The revision still has each chapter opening with a profile of a company and its activities in the particular area of business marketing. As a provocative collage, they well capture the key dynamics in the business marketing arena. Information technology, especially the Internet, has brought new avenues for efficiency and market performance. It has also provided a latticework for new means of interfirm collaboration and coordination of value creation. Indeed, the imperatives for high performing buyer-seller relationships–e.g., supply chain management, customer lifetime value, R&D synergies–are stronger than ever. A bevy of new tools offer promise. Clearly, when considered in light of the continuing trend of global competition, the new information technologies buyers a range of new options and expectations. Business marketing today demands a sophisticated and intense customer focus combined with turn-on-a-dime strategic nimbleness. With that in mind, the 2nd edition of Business Marketing offers the following distinctions from other business marketing books. •

No compartmentalization of the Internet! Yes, some books have dedicated chapters on it. And we pondered the merchandising lever it would give our McGraw-Hill/Irwin reps: “See, Chapter 6 is brand new coverage of eB2b.” But the Internet is a dynamic and ubiquitous tool that is rightly treated for its utility across many, many marketing strategies and tactics. The roles of the new information technology are highlighted throughout the text. Intense focus on relationships–developing, managing, maximizing. Attention to broad types of relationships–customers, channel partners, suppliers, network constituents and virtual communities. Development of marketing’s key role in the learning organization. Thorough and integrated treatment of marketing communications.

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Our Philosophy
We named our book to distinguish it from the rest. Connecting was chosen because it is only through connecting that marketing works. Connecting new knowledge with developed knowledge is the essence of learning, and xxv

Dwyer−Tanner: Business Marketing, Second Edition

Front Matter

Preface

© The McGraw−Hill Companies, 2003

xxvi

Preface

learning is the essence of being market-driven. Connecting knowledge to people and people to knowledge is the essence of relationships. All of these connections are made in the context of...
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