Descripciones mejoradas de Syndetics:

This third edition of the text offers an applied approach to business marketing with the aim of reflecting real business today.

Tabla de contenidos provista por Syndetics

• Part I Dimensions of Business Marketing
• Chapter 1 Global and Domestic Perspectives of the Business Market(p. 3)
• Magnitude of the U.S. Business Market(p. 3)
• World Trade: Exports and Imports(p. 4)
• The Domestic Business Market(p. 14)
• Chapter 2 The Nature of Business Marketing(p. 22)
• Why Study Business Marketing?(p. 22)
• Business Versus Consumer Marketing Management(p. 23)
• Business Marketing Defined(p. 24)
• Contrasting Business and Consumer Marketing(p. 24)
• The Economics of Business Market Demand(p. 31)
• Chapter 3 Understanding Business Markets(p. 37)
• The Business Market Environment(p. 38)
• Government's Influence on the Business Environment(p. 50)
• Business Market Customers(p. 52)
• Classifying Industrial Products(p. 54)
• Part II Business Buying and Buyer Behavior
• Chapter 4 The Buying Process in the Business Market(p. 69)
• Partnering(p. 71)
• Just-in-Time Delivery Systems(p. 71)
• Concurrent Engineering(p. 72)
• Total Quality Management (Continuous Improvement Process)(p. 72)
• The Horizontal Organization(p. 73)
• Organizational Buying Activities(p. 73)
• The Buygrid Model(p. 74)
• Buying Centers and Multiple Buying Influencers(p. 81)
• A Model for Determining the Composition of the Organizational Buying Center(p. 87)
• Objectives in Organizational Buying(p. 89)
• Product Analysis for Identifying Information Needs of Key Influencers(p. 93)
• Chapter 5 Interpersonal Dynamics of Business Buyer Behavior(p. 98)
• The Purchasing Department's Influence on Interpersonal Buyer Behavior(p. 99)
• Individual Buying Motives(p. 105)
• Joint Decision-Making(p. 107)
• Psychological Factors Influencing Individual Decision-Making(p. 111)
• Conflict and Resolution in Joint Decision-Making(p. 113)
• The Buying Committee(p. 117)
• Supplier Choice and Evaluation(p. 117)
• Part III Strategy Formation in the Business Market
• Chapter 6 Marketing Intelligence Systems and Market Research(p. 129)
• Strategic Decision-Making(p. 129)
• Need for Business Marketing Information(p. 130)
• Differences in Business and Consumer Intelligence Systems(p. 130)
• Marketing Intelligence System Essentials(p. 132)
• Definition of a Marketing Intelligence System(p. 132)
• Components of a Marketing Intelligence System(p. 133)
• Business Marketing Research(p. 137)
• The Business Marketing Research Process(p. 140)
• Analyzing the Data(p. 152)
• Presenting the Findings(p. 152)
• Artificial Intelligence(p. 154)
• Chapter 7 Demand Analysis and Sales Forecasting(p. 159)
• Business Demand and Sales Forecasting Complexities(p. 159)
• Demand Analysis(p. 162)
• Market and Sales Potentials(p. 162)
• Measuring Market and Sales Potential(p. 163)
• Statistical Series Methods(p. 163)
• Market Surveys(p. 169)
• Sales Forecasting(p. 169)
• Forecasting Techniques(p. 171)
• Using Intelligence, Research, Demand Analysis, and Sales Forecasts to Select Markets and Develop Strategies(p. 183)
• Chapter 8 Market Segmentation, Targeting, and Positioning(p. 189)
• Market Segmentation(p. 190)
• Basis for Segmenting Business Markets(p. 192)
• Macro Variables(p. 192)
• Micro Variables(p. 192)
• A Macro/Micro Segmentation Process(p. 201)
• A Market Segmentation and Product Positioning Approach(p. 204)
• A Cautionary Note About Benefit Segmentation(p. 206)
• Target Marketing Strategies(p. 207)
• Product Positioning(p. 209)
• International Market Segmentation(p. 211)
• Chapter 9 Planning Market Strategies(p. 219)
• Strategies, Plans, and Tactics(p. 219)
• Nature of Strategic Planning(p. 220)
• Business Strategic Planning Conflicts(p. 220)
• Managing the Development of Strategic Planning(p. 224)
• The Strategic Planning Process(p. 226)
• Marketing's Role in the Strategic Planning Process(p. 233)
• Developing Marketing Strategy(p. 238)
• Competitive Advantage Strategy(p. 239)
• Strategic Marketing Planning Objectives(p. 240)
• Part IV Product and Service Strategies
• Chapter 10 Business Products and Their Life Cycles(p. 251)
• What Is a Product?(p. 252)
• Product Strategy Involves Continual Change(p. 253)
• The Variety of Business Products(p. 254)
• Business Product Management(p. 254)
• Product Versus Market Management(p. 257)
• Product Management Phases(p. 259)
• Determining the Stage of a product's Life Cycle(p. 269)
• Systems Marketing(p. 270)
• Chapter 11 Strategic Innovation and New Product Development(p. 275)
• What Is a New Business Product?(p. 276)
• Who Dreams Up New Products?(p. 276)
• Innovation and Competitiveness(p. 278)
• The Impact of Technology(p. 282)
• The Diffusion of Innovation(p. 286)
• Product Development Strategy(p. 289)
• Organizing for Effective Product Development(p. 290)
• Organizational Alternatives for New Product Development(p. 294)
• The New Product Development Process(p. 297)
• Chapter 12 Business Services Marketing(p. 308)
• Magnitude of Business Services(p. 309)
• Professional Business Service Marketing: Problems and Strategies(p. 310)
• Differences Between Business Goods and Business Services(p. 311)
• Major Marketing Problems in Business Services(p. 318)
• Managing Marketing Strategy in Business Service(p. 322)
• Products Require Customer Services(p. 329)
• Part V Channel Strategies
• Chapter 13 Managing Business Channel Members(p. 337)
• Why Use Distributors?(p. 338)
• Dual-Channel Strategies(p. 341)
• Creating an Effective Channel(p. 345)
• Why a Particular Distributor Is Chosen(p. 347)
• Exclusive or Multiple Distribution(p. 350)
• Distribution Policies(p. 351)
• Manufacturers' Representatives(p. 353)
• Other Channel Participants(p. 357)
• Maintaining Indirect Channel Effectiveness(p. 358)
• Chapter 14 The Logistics of Physical Distribution and Customer Service(p. 364)
• The Relationship of Logistics and Physical Distribution(p. 365)
• Evolution of Modern Physical Distribution Systems(p. 366)
• Physical Distribution and Marketing Strategy(p. 367)
• The Total-Cost Approach(p. 367)
• Customer Service(p. 368)
• Identifying Cost Centers(p. 371)
• Transportation(p. 373)
• Warehousing(p. 376)
• Inventory(p. 378)
• The Overall Contribution of Marketing Logistics(p. 382)
• Emerging Trends: Domestic and International(p. 383)
• Part VI Communication Strategies
• Chapter 15 Planning and Developing a Sales Force(p. 389)
• A Promising Career(p. 389)
• Recruiting and Selecting Salespeople(p. 393)
• Training for Professionalism(p. 397)
• Areas of Sales Training(p. 400)
• Directing (Motivating) the Sales Force(p. 405)
• Effective Use of Sales Compensation(p. 407)
• Chapter 16 Organizing and Controlling the Sales Force(p. 414)
• Personifying the Marketing Concept(p. 415)
• The Business Selling Environment(p. 417)
• Managing the Business Sales Force(p. 420)
• Planning for Sales Force Deployment(p. 420)
• Organizing the Sales Force(p. 426)
• Controlling Sales Force Activities(p. 430)
• The Future of Sales Force Strategy(p. 432)
• Chapter 17 Business Advertising, Sales Promotion, and Public Relations(p. 437)
• The Use of Advertising in the Business Market(p. 438)
• Technical Management's Misunderstanding of Advertising(p. 439)
• Business Advertising Media(p. 440)
• The Use of Sales Promotion in the Business Market(p. 444)
• The Use of Publicity in the Business Market(p. 445)
• Developing the Advertising Program(p. 446)
• The Integrated Promotion Plan(p. 458)
• Part VII Pricing Strategies
• Chapter 18 Price Determinants: Costs, Competition, and Customers(p. 465)
• Cost-Driven Pricing(p. 466)
• Competition-Driven Pricing(p. 467)
• Customer-Driven Pricing(p. 469)
• Cost and Profit Relationships(p. 471)
• Cost Behavior Over Time: The Experience Curve(p. 475)
• Pricing Strategies(p. 480)
• Pricing Policies(p. 483)
• Pricing for Profits(p. 485)
• Chapter 19 Pricing Decision Analysis(p. 488)
• Break-Even (or Profitability) Analysis(p. 488)
• Break-Even Quantity and Contribution Margin(p. 489)
• Return-on-Investment Pricing(p. 491)
• Experience Curve Impact on Price Analysis(p. 493)
• Expected Payoff Analysis(p. 496)
• Competitive Bidding(p. 498)
• Price Negotiation(p. 501)
• Leasing(p. 505)
• Part VIII Competing, Controlling, and Expanding
• Chapter 20 Competitive Strategies(p. 511)
• The Ever-Present World of Competition(p. 511)
• Competitive Marketing Positions(p. 513)
• Market Leader Strategies(p. 514)
• Protect Present Market Share(p. 518)
• Strategies of the Market Challenger(p. 522)
• Market Follower Strategies(p. 524)
• Niche Marketing Strategies(p. 525)
• High Market Share Risks(p. 526)
• Managing the Total Business Cycle Time(p. 527)
• Chapter 21 Strategic Control(p. 532)
• The Need for Control(p. 533)
• The Control Process(p. 533)
• Annual Plan Control(p. 534)
• Profitability Control(p. 540)
• Efficiency Control(p. 543)
• Strategic Control(p. 546)
• Business Marketing Controller(p. 547)
• Chapter 22 International Business Marketing(p. 552)
• The Lucrative International Business Market(p. 552)
• The Case for International Marketing(p. 553)
• The International Business Marketing Environment(p. 554)
• International Business Marketing Strategies(p. 564)
• Determining Which Foreign Markets to Enter(p. 565)
• Analyzing How Best to Enter a Foreign Market(p. 565)
• The International Business Marketing Program(p. 569)
• International Business Product Strategies(p. 571)
• International Product Standards(p. 574)
• Part IX Cases
• 1 Aberdeen Electronics Revisited(p. 581)
• 2 AMF Wyott, Inc.(p. 585)
• 3 Calox Machinery Corporation (A)(p. 588)
• 4 Calox Machinery Corporation (B)(p. 595)
• 5 Coventry Plastics(p. 599)
• 6 Cumberland Gasket Company, Inc.(p. 602)
• 7 Edward F. Crow Company(p. 606)
• 8 F.B. Dunn and Associates(p. 608)
• 9 Hach Company (A)(p. 611)
• 10 Hach Company (B)(p. 616)
• 11 Huntington Electronics(p. 618)
• 12 The Jet Engine Industry and Its Parts Suppliers(p. 622)
• 13 Lewiston-Copeland Company(p. 624)
• 14 Mt. Ashland Ski Area(p. 628)
• 15 P. Reid and Associates(p. 639)
• 16 Phoenix Porcelain Company (A)(p. 641)
• 17 Phoenix Porcelain Company (B)(p. 646)
• 18 Starnes-Brenner Machine Tool Company(p. 651)
• 19 The Top Plastics Company(p. 654)
• 20 Trans-Europa Business Credit(p. 658)
• 21 Zactec Electronics, Inc.(p. 660)
• Glossary(p. 667)
• Name Index(p. 673)
• Subject Index(p. 680)