Business-To-Business Marketing

Praise for Chapter Three. Inter-companies relationships towards a networked community. The authors do a splendid work getting into risks, power dependence, the social dimension and the IMP relationship model. Good overall summary of buyer behaviour as well. Cleverly written chapter on company strategy, and deep thoughts on Sales Force philosophy. Marketing is "iterative and not something that the seller does to the purchaser". Naturally, this is easier to say than to practise. The Preface, written by all three authors is somewhat misleading. This is not a European B2B Marketing book, for there is no "European B2B Marketing" per se. As a fact, most conceptual models in this book came from early American scholars. Second, other topics covered in the book are quite similar than much older texts. Nothing new on Market Research, or Market Segmentation from 1980s Fred Webster texts. Overall, a good book for the reflective practitioner who likes to be aware of the raison d'être before practise. Claudio Saavedra, MBA., PhD Professor of Industrial Marketing Santiago - Chile [...]