Business Marketing Management A Strategic View of Industrial and Organizational Markets

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ISBN: 9780324190434 | 0324190433
Cover: Hardcover
Copyright: 3/19/2003

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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.

PART I The Environment of Business Marketing

(89)

A Business Marketing Perspective

(28)

Business Marketing

(1)

Business Marketing Management

(6)

Business Markets Versus Consumer-Goods Markets

(1)

Inside Business Marketing: Career Path for B2B CEOs: For Many, It Began in Marketing

(1)

Marketing's Cross-Functional Relationships

(2)

Characteristics of Business Markets

(2)

Business and Consumer Marketing: A Contrast

(3)

Smucker: A Consumer and Business Marketer

(1)

Distinguishing Characteristics

(1)

A Relationship Emphasis

(1)

The Supply Chain

(4)

The Internet and the Supply Chain

(1)

Build to Order

(1)

Procurement Trends and the Supply Chain

(1)

Inside Business Marketing: Career Profile: Delivering Service Solutions to IBM Customers

(1)

Managing Relationships in the Supply Chain

(1)

Business Market Customers

(1)

Commercial Enterprises as Consumers

(1)

Classifying Goods for the Business Market

(3)

Entering Goods

(1)

Foundation Goods

(1)

Facilitating Goods

(1)

Business Marketing Strategy

(3)

Illustration: Manufactured Materials and Parts

(1)

Illustration: Installations

(1)

Illustration: Supplies

(1)

A Look Ahead

(1)

Summary

(1)

Discussion Questions

(1)

Internet Exercises

(1)

Case: The Segway Company: Reinventing the Wheel

(1)

Discussion Questions

(1)

The Business Market: Perspectives on the Organizational Buyer

(27)

Commercial Enterprises: Unique Characteristics

(14)

Distribution by Size

(1)

Geographical Concentration

(1)

Classifying Commercial Enterprises

(1)

The Purchasing Organization

(1)

Goals of the Purchasing Function

(1)

Inside Business Marketing: The Supply Chain for McNuggets

(1)

Strategic Procurement

(5)

How Purchasing Managers Evaluate Performance

(1)

Inside Business Marketing: Harley-Davidson's World-Class Purchasing Organization

(2)

Ethical Business Marketing: Gift Giving: ``Buy Me These Boots and You'll Get My Business''

(1)

Supplier Evaluation: Implications for the Marketer

(1)

Governments: Unique Characteristics

(5)

Influences on Government Buying

(1)

Understanding Government Contracts

(1)

Telling Vendors How to Sell: Useful Publications

(1)

Purchasing Organizations and Procedures: Government

(1)

Federal Buying

(2)

A Different Strategy Required

(1)

The Institutional Market: Unique Characteristics

(3)

Institutional Buyers: Purchasing Procedures

(3)

Dealing with Diversity: A Market-Centered Organization

(1)

Summary

(1)

Discussion Questions

(1)

Internet Exercises

(1)

Case: Managing Supplier Relationships: Saturn Versus DaimlerChrysler

(1)

Discussion Questions

(1)

Organizational Buying Behavior

(31)

The Organizational Buying Process

(9)

The Search Process

(1)

Supplier Selection and Performance Review

(2)

New Task

(1)

Straight Rebuy

(3)

Modified Rebuy

(2)

Forces Shaping Organizational Buying Behavior

(13)

Environmental Forces

(1)

Organizational Forces

(2)

Organizational Positioning of Purchasing

(2)

Inside Business Marketing: Targeting Buying Influentials: A Web Strategy

(1)

Group Forces

(2)

Ethical Business Marketing: Close Buyer--Seller Relationships Pose New Ethical Threats

(2)

Individual Forces

(3)

Inside Business Marketing: Best Practices for Customer Satisfaction in Business Marketing Firms

(1)

The Organizational Buying Process: Major Elements

(2)

Summary

(1)

Discussion Questions

(1)

Internet Exercise

(1)

Case: Dell Computer

(1)

Discussion Questions

(2)

PART II Managing Relationships in Business Marketing

(82)

Customer Relationship Management Strategies for Business Markets

(26)

Relationship Marketing

(2)

Types of Relationships

(1)

Value-Adding Exchanges

(1)

Nature of Relationships

(1)

Strategic Choices

(1)

Buyer-Seller Connector

(4)

Information Exchange

(1)

Operational Linkages

(1)

Legal Bonds

(1)

Cooperative Norms

(1)

Relationship-Specific Adaptations by the Seller or Buyer

(1)

Market and Situational Factors

(1)

Customer Evaluation of Suppliers

(2)

Inside Business Marketing: Understanding the Customer's Business---The Key to Success

(1)

Managing Buyer-Seller Relationships

(3)

Transactional Exchange

(1)

Collaborative Exchange

(1)

Switching Costs

(1)

Strategy Guidelines

100

(1)

Inside Business Marketing: The Internet Helps Cisco Systems Serve Customers

101

(1)

Customer Relationship Management

101

(8)

Acquiring the Right Customers

104

(1)

Crafting the Right Value Proposition

104

(2)

Instituting the Best Processes

106

(1)

Motivating Employees

107

(1)

Learning to Retain Customers

107

(2)

Inside Business Marketing: Do Interpersonal Relationships Matter to Corporate Buyers?

109

(1)

Gaining a Customer Relationship Advantage

109

(3)

Customer Relating Capability

110

(2)

Gaining a Position of Advantage

112

(1)

Achieving Performance Rewards

112

(1)

Summary

112

(1)

Discussion Questions

113

(1)

Internet Exercises

114

(1)

Case: Siebel Systems

115

(1)

Discussion Questions

115

(2)

E-Commerce Strategies for Business Markets

117

(28)

Defining E-Commerce

119

(1)

Key Elements Supporting E-Commerce

120

(2)

The Internet and World Wide Web

120

(1)

Intranets and Extranets

120

(2)

The Strategic Role of E-Commerce

122

(4)

E-Commerce as a Strategic Component

122

(1)

What the Internet Can Do

122

(2)

The Internet: Strategy Still Matters

124

(2)

Crafting an E-Commerce Strategy

126

(4)

Delineating E-Commerce Objectives

126

(2)

Specific Objectives of Internet Marketing Strategies

128

(2)

Internet Strategy Implementation

130

(10)

The Internet Product

130

(6)

Channel Considerations with Internet Marketing

136

(1)

The Internet as a Channel Alternative

137

(1)

Inside Business Marketing: Strategy Errors by Internet Pioneers

138

(1)

The Impact of the Internet on Pricing Strategy

138

(1)

The Internet and Customer Communication

139

(1)

Summary

140

(1)

Discussion Questions

141

(1)

Internet Exercise

142

(1)

Case: Using the Internet at W.W. Grainger

143

(1)

Discussion Questions

144

(1)

Supply Chain Management

145

(26)

The Concept of Supply Chain Management

147

(3)

Partnerships: The Critical Ingredient

147

(3)

Supply Chain Management: A Tool for Competitive Advantage

150

(4)

Supply Chain Management Goals

150

(2)

Benefits to the Final Customer

152

(1)

The Financial Benefits Perspective

152

(1)

Information and Technology Drivers

152

(1)

Inside Business Marketing: National Semiconductor: 45 to Four Days!

153

(1)

Successfully Applying the Supply Chain Management Approach

154

(1)

Successful Supply Chain Practices

155

(1)

Logistics as the Critical Element in Supply Chain Management

155

(2)

Distinguishing Between Logistics and Supply Chain Management

156

(1)

Managing Flows

156

(1)

The Strategic Role of Logistics

157

(3)

Sales--Marketing--Logistics Integration

157

(1)

Just-In-Time Systems

158

(1)

Total-Cost Approach

159

(1)

Calculating Logistics Costs

160

(1)

Activity-Based Costing

160

(1)

Total Cost of Ownership (TCO)

160

(1)

Business-to-Business Logistical Service

161

(2)

Logistics Service Impacts on the Customer

161

(1)

Determining the Level of Service

161

(1)

Logistics Impacts on Other Supply Chain Participants

161

(2)

Business-to-Business Logistical Management

163

(5)

Logistical Facilities

163

(1)

Transportation

164

(2)

Inventory Management

166

(1)

Inside Business Marketing: The Profit Impact of Inventory Management

167

(1)

Third-Party Logistics

167

(1)

Inside Business Marketing: Hewlett-Packard Turns to UPS for Help with Repairs

168

(1)

Summary

168

(1)

Discussion Questions

169

(1)

Internet Exercise

169

(1)

Case: Managing Logistics at Trans-Pro

170

(1)

Discussion Question

170

(1)

PART III Assessing Market Opportunities

171

(50)

Segmenting the Business Market

173

(22)

Business Market Segmentation Requirements and Benefits

174

(4)

Requirements

175

(1)

Evaluating the Competitive Environment

175

(1)

Evaluating the Technological Environment

176

(1)

Inside Business Marketing: Segmentation at Cisco.com

177

(1)

Benefits

177

(1)

Bases for Segmenting Business Markets

178

(10)

Macrolevel Bases

180

(2)

Illustration: Macrosegmentation

182

(1)

Microlevel Bases

182

(3)

Inside Business Marketing: Strategy is Revolution

185

(3)

Illustration: Microsegmentation

188

(1)

A Model for Segmenting the Organizational Market

188

(2)

Choosing Market Segments

188

(2)

Making a Commitment

190

(1)

Implementing a Segmentation Strategy

190

(1)

Summary

191

(1)

Discussion Questions

191

(2)

Internet Exercises

193

(1)

Case: The Javelin Executive Jet

194

(1)

Discussion Questions

194

(1)

Organizational Demand Analysis

195

(26)

Organizational Demand Analysis

196

(7)

Using the Internet for Business Marketing Research

197

(2)

The Role of Market Potential in Planning and Control

199

(2)

The Role of the Sales Forecast

201

(1)

Applying Market Potential and the Sales Forecast

201

(2)

Determining Market and Sales Potentials

203

(5)

Statistical Series Methods

203

(1)

Market Research

203

(5)

Inside Business Marketing: Business-to-Business Marketing Research: Focus on the Buying Center

208

(1)

The Essential Dimensions of Sales Forecasting

208

(2)

The Role of Forecasting

208

(1)

Inside Business Marketing: Just-in-Case

209

(1)

Forecasting Methods

210

(8)

Qualitative Techniques

210

(2)

Quantitative Techniques

212

(3)

Ethical Business Marketing: The Wrong Way to Use Forecasting

215

(2)

Combining Several Forecasting Techniques

217

(1)

Summary

218

(1)

Discussion Questions

218

(1)

Internet Exercises

219

(1)

Case: IBM Global Services

220

(1)

Discussion Questions

220

(1)

PART IV Formulating Business Marketing Strategy

221

(238)

Business Marketing Planning: Strategic Perspectives

223

(27)

Market-Driven Organizations

225

(3)

Capabilities of Market-Driven Organizations

225

(1)

Dimensions of Market-Driven Management

225

(3)

The Components of a Business Model

228

(4)

Customer Interface

228

(1)

Core Strategy

229

(1)

Strategic Resources

230

(1)

The Value Network

231

(1)

Profit Potential

231

(1)

Marketing's Strategic Role

232

(4)

The Hierarchy of Strategies

232

(2)

Strategy Formulation and the Hierarchy

234

(2)

Creating Strategy in High-Technology Industries

236

(5)

Inside Business Marketing: The New Corporate Strategy in Dynamic Markets

237

(1)

Discontinuous Innovation Strategies

237

(4)

Marketing's Cross-Functional Relationships

241

(4)

Cross-Functional Connections

241

(1)

Functionally Integrated Planning: The Marketing Strategy Center

242

(1)

Inside Business Marketing: From Bullet-Point Plans to Strategic Stories at 3M

243

(2)

The Business Marketing Planning Process

245

(1)

The Marketing Plan

245

(1)

Summary

246

(1)

Discussion Questions

246

(2)

Internet Exercises

248

(1)

Case: Dell Versus Hewlett-Packard: The Printer Business

249

(1)

Discussion Questions

249

(1)

Business Marketing Strategies for Global Markets

250

(24)

Drivers of Globalization

251

(5)

Market Factors

253

(1)

Economic Factors

253

(1)

Inside Business Marketing: Tracking Global Internet Usage: Some Resources

254

(1)

Environmental Factors

254

(1)

Competitive Factors

255

(1)

Inside Business Marketing: Innovative Solutions for the Environment

256

(1)

International Market-Entry Options

256

(12)

Exporting

256

(1)

Contracting

257

(1)

Strategic Alliances

258

(1)

Ethical Business Marketing: Bribery and Differing Business Practices

259

(1)

Joint Ventures

260

(1)

Multidomestic versus Global Strategies

261

(2)

International Strategy and the Value Chain

263

(4)

Inside Business Marketing: Canon Wins with Unique Competitive Positioning Strategy

267

(1)

A General Framework for Global Strategy

268

(3)

Build on a Unique Competitive Position

268

(1)

Emphasize a Consistent Positioning Strategy

269

(1)

Establish a Clear Home Base for Each Distinct Business

269

(1)

Leverage Product-Line Home Bases at Different Locations

269

(1)

Disperse Activities to Extend Home Base Advantages

270

(1)

Coordinate and Integrate Dispersed Activities

270

(1)

Inside Business Marketing: Global Account Management at IBM

271

(1)

Summary

271

(1)

Discussion Questions

272

(1)

Internet Exercise

272

(1)

Case: Iridium: A Global Satellite Phone System that Didn't Fly

273

(1)

Discussion Question

273

(1)

Managing Products for Business Markets

274

(27)

Core Competencies: The Roots of Industrial Products

275

(4)

Identifying Core Competencies

276

(1)

Sustaining the Lead

276

(2)

From Core Products to End Products

278

(1)

Exploiting Selected Core Competencies

278

(1)

Experiment with Product Strategy!

279

(1)

Product Quality

279

(3)

Meaning of Quality

280

(1)

Meaning of Value

280

(1)

Value in Use

281

(1)

Product Support Strategy: The Service Connection

281

(1)

Product Policy

282

(5)

Types of Product Lines Defined

282

(2)

Defining the Product Market

284

(1)

Assessing Global Product-Market Opportunities

285

(2)

Inside Business Marketing: High-Growth Market Blues

287

(1)

Planning Industrial Product Strategy

287

(3)

Product Positioning

287

(1)

The Process

288

(1)

Isolating Strategy Opportunities

289

(1)

Product Positioning Illustrated

289

(1)

Managing Products in High-Technology Markets

290

(7)

Managing a High-Tech Brand

290

(2)

Does Brand-Building Pay Off?

292

(1)

Isolating Technology Adopters

292

(2)

Inside Business Marketing: The Gorilla Advantage in High-Tech Markets

294

(1)

The Technology Adoption Life Cycle

294

(3)

Summary

297

(1)

Discussion Questions

298

(1)

Internet Exercise

299

(1)

Case: Apple and the Hand-Held Computer Market

300

(1)

Discussion Questions

300

(1)

Managing Innovation and New Industrial Product Development

301

(25)

The Management of Innovation

302

(5)

Patterns of Strategic Behavior

303

(3)

Inside Business Marketing: The Angels of Silicon Valley

306

(1)

Bringing Silicon Valley Inside

306

(1)

Managing Technology

307

(4)

Classifying Development Projects

308

(1)

A Product Family Focus

308

(1)

Innovation Winners in High-Technology Markets

309

(2)

Inside Business Marketing: Encouraging Continuous Experimentation

311

(1)

The New Product Development Process

311

(9)

What Drives a Firm's New Product Performance?

312

(2)

Anticipating Competitive Reactions

314

(1)

Sources of New Product Ideas

314

(2)

Cross-Functional Barriers

316

(2)

A Team-Based Process

318

(1)

Quality Function Deployment

319

(1)

Determinants of New Product Performance and Timeliness

320

(3)

The Determinants of Success

320

(1)

Determinants of Product Success for Japanese Companies

321

(1)

Fast-Paced Product Development

322

(1)

Summary

323

(1)

Discussion Questions

323

(1)

Internet Exercise

324

(1)

Case: 3M's Culture of Innovation

325

(1)

Discussion Questions

325

(1)

Managing Services for Business Markets

326

(26)

Business Services: Role and Importance

327

(7)

Product Support Services

328

(1)

Pure Services

329

(1)

Inside Business Marketing: You've Got Too Much Mail!

330

(1)

Business Service Marketing: Special Challenges

330

(1)

Services Are Different

330

(1)

Tangible or Intangible?

331

(1)

Simultaneous Production and Consumption

332

(1)

Service Variability

332

(1)

Service Perishability

333

(1)

Non-Ownership

333

(1)

Service Quality

334

(3)

Dimensions of Service Quality

334

(1)

Customer Satisfaction and Loyalty

335

(1)

Zero Defections

336

(1)

Return on Quality

337

(1)

Marketing Mix for Business Service Firms

337

(8)

Segmentation

337

(1)

Service Packages

338

(2)

Pricing Business Services

340

(2)

Services Promotion

342

(1)

Services Distribution

343

(2)

Developing New Services

345

(4)

Scenarios for Success and Failure

346

(3)

Summary

349

(1)

Discussion Questions

349

(1)

Internet Exercise

350

(1)

Case: FedEx Express: A New Service for the Small Business Market

351

(1)

Discussion Questions

351

(1)

Managing Business Marketing Channels

352

(31)

The Business Marketing Channel

353

(5)

Direct Distribution

354

(1)

Inside Business Marketing: IBM Uses the Internet to Collaborate with Channel Partners and Build Customer Loyalty

355

(1)

Indirect Distribution

355

(1)

Many Channels Are Often Required

356

(1)

E-Channels

356

(2)

Participants in the Business Marketing Channel

358

(6)

Inside Business Marketing: E-Channels: Guidelines for Success

359

(1)

Distributors

359

(1)

Inside Business Marketing: A Software Solution that Unites the Channel

360

(3)

Manufacturers' Representatives

363

(1)

Channel Design

364

(8)

Stage 1: Channel Objectives

365

(1)

Stage 2: Channel Design Constraints

366

(1)

Stage 3: Pervasive Channel Tasks

366

(1)

Stage 4: Channel Alternatives

367

(3)

Stage 5: Channel Selection

370

(2)

Channel Administration

372

(3)

Selection of Channel Members

372

(1)

Motivating Channel Members

373

(1)

Conflict: The Need for Relationship Management

374

(1)

International Business Marketing Channels

375

(4)

Government Impacts on Global Channels

376

(1)

Domestic Intermediaries

376

(1)

Foreign-Based Intermediaries

377

(1)

Company-Organized Sales Force

378

(1)

Summary

379

(1)

Discussion Questions

380

(1)

Internet Exercise

381

(1)

Case: Hewlett-Packard: A Channel Strategy Dilemma

382

(1)

Discussion Questions

382

(1)

Pricing Strategy for Business Markets

383

(26)

The Meaning of Price in Business Markets

384

(3)

Benefits

385

(1)

Costs

386

(1)

Inside Business Marketing: Create Value-Based Sales Tools

387

(1)

The Industrial Pricing Process

387

(11)

Price Objectives

387

(1)

Demand Determinants

387

(5)

Cost Determinants

392

(4)

Competition

396

(2)

Pricing Across the Product Life Cycle

398

(2)

Pricing New Products

398

(1)

Ethical Business Marketing: On Ethics and Pricing at Raytheon

399

(1)

Legal Considerations

400

(1)

Responding to Price Attacks by Competitors

400

(3)

Evaluating a Competitive Threat

401

(2)

Understanding the Rules of Competitive Strategy

403

(1)

Competitive Bidding

403

(3)

Closed Bidding

404

(1)

Open Bidding

404

(1)

Strategies for Competitive Bidding

405

(1)

Summary

406

(1)

Discussion Questions

406

(1)

Internet Exercise

407

(1)

Case: Meeting the Challenges of Reverse Auctions

407

(1)

Discussion Question

407

(2)

Business Marketing Communications: Advertising and Sales Promotion

409

(24)

The Role of Advertising

411

(2)

Integrated Communication Programs

411

(1)

Enhancing Sales Effectiveness

411

(1)

Increased Sales Efficiency

412

(1)

Creating Awareness

412

(1)

Interactive Marketing Communications

412

(1)

What Business-to-Business Advertising Cannot Do

413

(1)

Managing Business-to-Business Advertising

413

(9)

Defining Advertising Objectives

413

(1)

Written Objectives

414

(1)

Determining Advertising Expenditures

415

(2)

Developing the Advertising Message

417

(1)

Selecting Advertising Media for Business Markets

418

(2)

Direct Marketing Tools

420

(2)

Inside Business Marketing: The Expanding Role of Internet Marketing

422

(1)

The Power of Internet Marketing Communications

422

(2)

Integrate the Internet into Media Plans

422

(1)

Capture the Economies of the Internet

423

(1)

Make Real-Time Changes

423

(1)

Create ``Unlimited Shelf Space'' for Products

423

(1)

Reach Customers on a Global Scale

423

(1)

Build One-to-One Relationships with Customers

423

(1)

Measuring Advertising Effectiveness

424

(1)

Measuring Impacts on the Purchase Decision

424

(1)

The Measurement Program

424

(1)

Managing Trade Show Strategy

425

(5)

Inside Business Marketing: IBM Gold Service Customers

426

(1)

Trade Shows: Strategy Benefits

426

(1)

Trade Show Investment Returns

427

(1)

Planning Trade Show Strategy

427

(1)

Trade Show Objectives

427

(1)

Selecting the Shows

428

(1)

Managing the Trade Show Exhibit

428

(1)

Evaluating Trade Show Performance

429

(1)

Summary

430

(1)

Discussion Questions

431

(1)

Internet Exercise

431

(1)

Case: SafePlace Corporation

432

(1)

Discussion Questions

432

(1)

Business Marketing Communications: Managing the Personal Selling Function

433

(26)

Foundations of Personal Selling: An Organizational Customer Focus

434

(4)

Inside Business Marketing: Career Profile: Managing Relationships at IBM

435

(1)

Relationship Marketing

436

(1)

Relationship Quality

437

(1)

Integrated Multichannel Models

438

(2)

Managing Customer Contact Points

439

(1)

Customer Relationship Management (CRM) Systems

440

(1)

Managing the Sales Force

440

(10)

Organizing the Personal Selling Effort

441

(1)

Key Account Management

442

(3)

National Account Success

445

(1)

Sales Administration

445

(5)

Models for Industrial Sales Force Management

450

(5)

Ethical Business Marketing: Ethics in Selling

451

(1)

Deployment Analysis: A Strategic Approach

451

(2)

The Internet: Transforming the Selling Process

453

(2)

Summary

455

(1)

Discussion Questions

455

(1)

Internet Exercise

456

(1)

Case: Direct Marketing Campaigns at IBM

457

(1)

Discussion Question

457

(2)

PART V Evaluating Business Marketing Strategy and Performance

459

(26)

Controlling Business Marketing Strategies

461

(24)

The Balanced Scorecard

462

(7)

Financial Perspective

463

(1)

Customer Perspective

464

(2)

Internal Business Process Perspective

466

(1)

Learning and Growth Perspective

467

(1)

The Strategy Map

467

(2)

Marketing Strategy: Allocating Resources

469

(1)

Guiding Strategy Formulation

470

(1)

The Marketing Control Process

470

(1)

Control at Various Levels

470

(7)

Strategic Control

470

(1)

Annual Plan Control

471

(2)

Efficiency and Effectiveness Control

473

(1)

Profitability Control

473

(2)

Inside Business Marketing: Digital Cockpits to Track Corporate Financial Performance

475

(2)

Feedforward Control

477

(1)

Implementation of Business Marketing Strategy

477

(3)

The Strategy-Implementation Fit

478

(1)

Implementation Skills

478

(1)

The Marketing Strategy Center: An Implementation Guide

479

(1)

Looking Back

480

(2)

Summary

482

(1)

Discussion Questions

482

(1)

Internet Exercise

483

(1)

Case: Sealed Air Corporation: Delivering Package Solutions

484

(1)

Discussion Question

484

(1)

Cases

485

(204)

Case Planning Guide

485

(2)

Cisco Systems

487

(26)

S.C. Johnson's Professional Division

513

(2)

Southwestern Ohio Steel Company, L.P: The Matworks Decision

515

(7)

Westward Industries Ltd. (A)

522

(15)

RJM Enterprises, Inc.---Romancing the Vine

537

(33)

Beta Pharmaceuticals: Pennsylvania Distribution System

570

(6)

Pfizer, Inc. Animal Health Products---A: Market Segmentation and Industry Changes

576

(12)

Hewlett-Packard Company in Vietnam

588

(24)

Barro Stickney, Inc.

612

(5)

Wind Technology

617

(7)

Augustine Medical, Inc.: The Bair Hugger® Patient Warming System

624

(11)

Endius Inc.: Targeting Product Cost for Steerable Surgical Instruments

635

(12)

Ace Technical

647

(15)

Advanced Elastomer Systems: Market Strategy for a New, Technical Product

662

(25)

Ethical Dilemmas in Business Marketing

687

(2)

Glossary

689

(11)

Index

700

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Business Marketing Management A Strategic View of Industrial and Organizational Markets

Summary

Table of Contents

Supplemental Materials