pt. I. Environment of Business Marketing -- Ch. 1. Business Marketing Perspective -- Ch. 2. Business Market: Perspectives on the Organizational Buyer -- pt. II. Organizational Buying Process -- Ch. 3. Organizational Buying Behavior -- Ch. 4. Relationship Strategies for Business Markets -- pt. III. Assessing Market Opportunities -- Ch. 5. Business Marketing Intelligence -- Ch. 6. Segmenting the Business Market -- Ch. 7. Organizational Demand Analysis -- pt. IV. Formulating Business Marketing Strategy -- Ch. 8. Business Marketing Planning: Strategic Perspectives -- Ch. 9. Business Marketing Strategies for Global Markets -- Ch. 10. Managing Products for Business Markets -- Ch. 11. Managing Innovation and New Industrial Product Development -- Ch. 12. Managing Services for Business Markets -- Ch. 13. Managing Business Marketing Channels -- Ch. 14. Business Marketing Channels: The Logistical Interface -- Ch. 15. Pricing Strategy for Business Markets -- Ch. 16. Business Marketing Communications: Advertising and Sales Promotion -- Ch. 17. Business Marketing Communications: Managing the Personal Selling Function -- pt. V. Evaluating Business Marketing Strategy and Performance -- Ch. 18. Controlling Business Marketing Strategies -- pt. VI. Cases.