Business Marketing
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
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