PART I: THE BUSINESS MARKET ENVIRONMENT. 1. Introduction to Business-to-Business Marketing. 2. How Business Organizations Buy. 3. Strategic Planning for Global Business Markets. PART II: EVALUATING MARKET OPPORTUNITIES. 4. Market Research and Information Systems. 5. Segmentation, Targeting and Positioning. 6. Market Entry Tactics. PART III: FORMULATING THE MARKETING MIX. 7. Product Strategy and Product Development. 8. Services for Business Markets. 9. Pricing in Business Markets. 10. Supply-Chain Management. 11. Managing Distribution Channels. 12. Business-to-Business Marketing Communications. 13. Customer Relationships and Key Account Management. 14. Sales Promotion, Exhibitions and Trade Fairs. 15. Corporate Reputation Management. PART IV: MANAGING THE MARKETING PROGRAM. 16. Market Planning, Implementation and Control. 17. Organizing for Maximum Effectiveness. 18. Ethical Considerations for Business Marketers. 19. The Future of Business Marketing. Appendix. Index.

This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies