Business Marketing Management: B2B

Key features relationship marketing strategies: new and expanded coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs. Strategic alliances: a timely and richly illustrated discussion of the determinants and social ingredients of alliance success. Strong b2b brands: specific steps for building and managing a profitable b2b brand. Marketing performance measurement: a timely treatment of specific metrics for measuring the impact of marketing strategy decisions on firm performance. A value-based approach for pricing: a timely description of a framework for identifying and measuring value by customer segment. A customer-centered approach to channel design: a fresh approach for designing channels from the bottom up, rather than the top down. Other new topics of interest: the new edition includes expanded treatment of customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies. Chapters combined: based on review feedback, the previous edition's chapters on segmenting the business market and organizational demand analysis have been combined to one comprehensive chapter--segmenting the business market and estimating segment demand. Managerial perspective: the authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.