Business to Business Marketing

Wim G. Biemans is Associate Professor at the Faculty of Economics and Business, University of Groningen. He has over two decades’ experience teaching students and training marketing executives, and received the Thomas P. Hustad Best Paper Award for Outstanding Professional Contribution for 2007.

• PART 1 understanding business to business marketing1 B2B marketing PART 2 Making sense of customers and markets 2 Understanding B2B customers 3 Making sense of B2B markets PART 3 Defining value for customers 4 Creating value for customers PART 4 Translating the value proposition into marketing instruments 5 Managing products and services 6 Managing sales and delivery channels 7 Managing communication 8 Managing price PART 5 Marketing evaluation and control 9 Marketing implementation, evaluation and control PART 6 implementing a value-creating organisation 10 Designing and maintaining a value-creating organisation Cases Case 1 Vekoma: Selling roller coasters Case 2 Cater Inc.: Targeting the buying centre Case 3 WWSA: In search of a value proposition Case 4 KPN: Learning from customers Case 5 NNZ: Innovation in a trading company Case 6 Ford/Firestone: Dealing with product problems Case 7 Philips Crypto: Pricing a completely new product