Business to business marketing
Reference handbook in terms of interorganisational marketing, written by experts from the field, this book is adapting the marketing fundamentals to diverse BtoB contexts. Voir la suite
Description
"Business to Business Marketing" is the reference handbook for years in the French speaking countries. It encompasses the diverse BtoB contexts and combines the most recent academic research to the best business practices.
Hence it is an operational guide to better adapt the marketing techniques and tools to professional targets. Written by experts, Business to Business Marketing provides all the steps of the Marketing Approach in an exhaustive and operational way:
- The "surveys marketing" (market watch, innovation management, segmentation)
- The "strategy marketing" (positioning, marketing plan and strategic matrices)
- The "operational marketing" dealing with the elaboration of the offering (innovative product/service, pricing, sales management),and its valorization (communication, lobbying, networking).
- Moreover this book is enhancing the increasing role played by the final user in the BtoB value chain. Beside the direct customer organization, three other target types are to be taken into account:
- The employees of the customer organization - B to B to Employee (BtoBtoE)
- The consumers of the customer organization - B to B to Consumer (BtoBtoC)
- The users of the customer organization (energy, transportation utilities, administration...) - B to Administration to User (BtoAtoU).
In the business context, customers and diverse stakeholders as well might be targeted, especially in project marketing environment, and complex selling processes, both in terms of relational and transactional activities. Additionally, the recent trends in e-communication are developed, including the use of Internet and Social Medias.
Pedagogically oriented, the book is user-friendly, based on numerous examples and business cases, from different sectors and companies (IT, telecom, building industry, aeronautics, catering, car equipment, consultancy, etc.). It presents a lot of visual illustrations. Each chapter encompasses questions and a dedicated business case, delivering an efficient and attractive handbook.
Sommaire
Preface
Chapter 1 The specificities of The Business to Business Marketing
1.1 Main areas of business to business
1.2 The characteristics of the business to business marketing
Chapter 2 Derived demand and buying center
2.1 Sector and derived demand
2.2 Lycra case, Invista
2.3 The buying center
Chapter 3 The Business Purchase
3.1 Buying phases
3.2 The different situations
3.3 Main models
3.4 E-procurement and the development of marketplaces
3.5 Purchase marketing
Chapter 4 Project Marketing
4.1 The specific nature of project marketing
4.2 Building demand
4.3 Customer intimacy
4.4 Influencing specifications
4.5 Marketing objectives
Chapter 5 Scanning and innovation management
5.1 Scanning : an active listenning
5.2 Information system sources
5.3 Origine of new profucts
5.4 Implementation of innovation
Chapter 6 Qualitative and quantitative studies
6.1 The main role of studies
6.2 Qualitative studies
6.3 Quantitative studies
Chapter 7 Market segmentation
7.1 Segmentation objectives
7.2 Main segmentation methods
7.3 Segmentation methods used in business to business
Chapter 8 Positioning and strategy in Business to Business
8.1 Product/service positioning
8.2 Strategic positioning of the compagny
8.3 The strategic approach
Chapter 9 Marketing and Sales action plan
9.1 The Marketing plan
9.2 The sales action plan
Chapter 10 Brand strategy
10.1 Foundations of the industrial brand
10.2 Special characteristics of the industrial brand
10.3 The visual identity code, logo and baseline
Chapter 11 Product Management
11.1 The learning curve
11.2 The product life cycle
11.3 Managing the product portfolio
11.4 Managing the product range
Chapter 12 Management of Services
12.1 Marketing of services applied to business to business
12.2 The business service market
Chapter 13 Pricing policy
13.1 Factors involved in determining pricing
13.2 Pricing approaches
13.3 Pricing strategies
13.4 Price-adjustement policy
Chapter 14 The distribution policy
14.1 Logistics
14.2 Choosing a distribution system
14.3 Managing an indirect network
Chapter 15 Managing the sales team
15.1 Sales force responsibilities
15.2 Sales force organizational methods
15.3 Managing the sales team
15.4 Influence strategies
Chapter 16 Business to Business Communications
16.1 The objectives and differences types of communications
16.2 The communications plan
16.3 Corporate or institutional communications
16.4 Other types of communications
Chapter 17 The media in Business to Business
17.1 Trade Shows
17.2 Trade journals
17.3 Sales documents
17.4 Other media tools : The internet, television and the radio
Chapter 18 e-communication in B to B : a communication strategy that sells
18.1 "New" targets
18.2 The global e-communication strategy in BtoB
Chapter 19 Sustainable development, ethics and the environment
19.1 Sustainable development : answering new requirements
19.2Ethics and strategic implications
19.3 The Environment : "green marketing"
Chapter 20 Lobbying, Public relations and Press relations
20.1 Lobbying
20.2 Public relations
20.3 Press relations
Index
Compléments en ligne
Fiche technique
| Titre | Business to business marketing |
|---|---|
| Edition | 1re édition |
| Date de parution | août 2013 |
| Nombre de pages | 520 pages |
| Dimensions | 240 × 190 mm |
| Poids | 972 g |
| ISBN-13 | 9782804182670 |
|---|---|
| Type | Livre |
| Format | Broché |
| Collection | Marketing |
| Domaine(s) | Marketing |
| Niveaux | Universitaire |
