Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies.

Índice: 1- A business marketing perspective; 2- The business market: perspectives on the organizational buyer; 3- Organizational buying behavior; 4- Customer relationship management strategies for business markets; 5- E-commerce strategies for business markets; 6- Supply chain management; 7- Segmenting the business market; 8- Organizational demand analysis; 9- Business marketing planning: strategic perspectives; 10- Business marketing strategies for global markets; 11- Managing products for business markets; 12- Managing innovation and new industrialproduct development; 13- Managing services for business markets; 14- Managing business channels; 15- Pricing strategy for business markets; 16- Business marketing communications: advertising and sales promotion; 17- Business marketing communications: managing the personal selling function; 18- Controlling business marketing strategies