Paru le 27/08/2013 | Broché XVI-495 pages
Licence
with the contribution of Jacques Digout et Gabriel Szapiro
"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:
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.
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.
Philippe Malaval graduated from Toulouse Business School, Doctor in management and habilitated to supervise research, is Professor of marketing, in charge of several Master Programmes and MBAs or DBAs. He is also teaching in Engineering Schools. Experienced from the Industrial field, he founded and manages Business Conseil. Specialised in BtoB marketing, he is the author or co-author of several books from Strategy and Management of Industrial brands (published in Usa), BtoB brands and Aerospace Marketing Management with Christophe Bénaroya (published in Usa, Italy, China). He is also the author of Pentacom with Jean-Marc Décaudin.
Christophe Bénaroya graduated from Toulouse Business School, Doctor in Management is Professor of Marketing, after several years in the corporate field. He is in charge of the Marketing Management and Communication Master, and the B2B Programme. Consultant for several industrial companies, he is notably the co-author with Philippe Malaval of Aerospace Marketing Management and BtoB Brands, and the co-author of Sales Efficiency in BtoB.
