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Business to business marketing

From industrial to business marketing
Jacques Digout, Gabriel Szapiro
1re édition | août 2013 | 520 pages

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

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Reference handbook in terms of interorganisational marketing, written by experts from the field, this book is adapting the marketing fundamentals to diverse BtoB contexts.

"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.



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


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