Business to Business Marketing: Analysis and Practice

• By (author) Robert Vitale
• By (author) Waldemar Pfoertsch
• By (author) Joseph Giglierano

Brief Description

For undergraduate courses in Business Marketing.

A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace.

Written from a highly practical perspective, Business to Business Marketing aims to help students with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that students need to know.

Prepare students for the reading-Accessible Chapter-opening Material. This text offers several features at the start of each chapter that will help students familiarize themselves with the chapter material: 

• Informal Overview: Each chapter begins with an informal overview that prepares students for what they will learn in the chapter, opening vignette and other chapter features.
• Opening Vignette: The vignettes, which appear after the overview, work to deepen students' understanding of the new material and prepare them for the main chapter content.
• Learning Objectives: Learning objectives help to give students a sense of purpose before they begin the reading.

Help students make the connection between concepts-Continuing Case. Sensacon, this text's continuing case, follows the development of a startup company as it moves into its growth stage, showing the many challenges it faces along the way. This case first appears as an example in Chapter 8, is subsequently referred to in the following chapters, and, at then end of the text, it's presented along with the all the other cases in a consolidated format.  

Reinforce the material with practical experience-Case Studies. Several case studies for both analysis and discussion are included in this text-all of which are original and based on real-world situations.

Use the author team's personal insight as a resource-Author-Written Instructor's Manual. This author-written manual was developed to reinforce the concepts and context of business-to-business marketing based on the authors' experiences on what worked in their classrooms.