Business Marketing, 4e is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing. This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.

Part I: Business Markets and Business Marketing
Chapter 1 Introduction to Business Marketing
Chapter 2 The Character of Business Marketing
Chapter 3 The Purchasing Function
Chapter 4 Organizational Buyer Behavior Part II: Foundations for Creating Value
Chapter 5 Market Opportunities
Chapter 6 Marketing Strategy
Chapter 7 Weaving Marketing into the Fabric of the Firm Part III: Business Marketing Programming
Chapter 8 Developing and Managing Offerings
Chapter 9 Business Marketing Channels
Chapter 10 Creating Customer Dialogue
Chapter 11 Communicating via Advertising, trade Shows, and PR
Chapter 12 The One-To-One Media
Chapter 13 Sales and Sales Management
Chapter 14 Pricing & Negotiating for Value Part IV: Managing Programs and Customers
Chapter 15 Evaluating Marketing Efforts
Chapter 16 Customer Retention and Maximization Cases 1. Blue track Sourcing 2. Calox (A) (B) 3. Daynor Chemical Company 4. ExhibitsPlus 5. Fleury Equipment de Batiment 6. JC Decaux 7. Jewelmart.com 8. Lafarge-Aget 9. Li & Fung Limited 10. Little Tikes Commercial Play Systems 11. Materials Engineering and testing Laboratories 12. Outdoor Sporting Products 13. Pfizer Animal Health Products (A) (B) 14. Planktos Inc. 15. Strategic Marketing Insights 16. SPC Products 17. Three Rivers Optical 18. Whole Tree Energy