"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:

-

The "surveys marketing" (market watch, innovation management,

segmentation)

-

The "strategy marketing" (positioning, marketing plan and

strategic matrices)

-

The "operational marketing" dealing with the elaboration

of the offering (innovative product/service, pricing, sales

management), and its valorization (communication, lobbying,

networking).

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.

-

The employees of the customer organization - B to B to

Employee (BtoBtoE)

-

The consumers of the customer organization - B to B to

Consumer (BtoBtoC)

-

The users of the customer organization (energy, transportation

utilities, administration...) - B to Administration to

User (BtoAtoU).

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.