Includes bibliographical references (p. 652-660) and index.

Contents: Business markets and business marketing: Introduction to business marketing -- The Character of busines marketing -- The Purchasing function -- Organizational buyer behavior -- Foundations for creating value: Market opportunities: current and potential customers -- Marketing strategy -- Weaving marketing into the fabric of the firm -- Business marketing programming: Developing and managing products: what do customers want? -- Business marketing channels: partnerships for customer service -- Creating customer dialogue -- Communicating via advertising, trade shows and PR -- The Ono-to-one media -- Sales and sales management -- Pricing and negotiating for value -- Managing programs and customers: Evaluating marketing efforts -- Customer retention and maximization.