Business marketing strategy cases,concepts,and applications

Preface
SECTION Ⅰ
Introduction
1 Scope and Challenge of Business-to-Business Marketing
V. Kasturi Rangan and Bruce Isaacson
2 Norton Group PLC (A): To Be or Not to Be in the
Motorcycle Business
V. Kasturi Rangan and Jon Skofic
3 How to Segment Industrial Markets
Benson P. Shapiro and Thomas V. Bonoma
4 Major Sales: Who Really Does the Buying?
Thomas V. Bonoma
SECTION Ⅱ
Managing New Products
5 New Product Commercialization: Common Mistakes
V. Kasturi Rangan and Kevin Bartus
6 Techsonic Industries, Inc.: Humminbird--New Products
Melvyn A. J. Menezes and Eric D. Beinhocker
7 Millipore New Product Commercialization: A Tale of Two
New Products
V. Kasturi Rangan and Kevin Bartus
8 Ring Medical: Organizing New Product Marketing
V. Kasturi Rangan and Christopher Fay
9 Rohm and Haas (A): New Product Marketing Strategy
V. Kasturi Rangan and Susan Lasley
10 Northern Telecom (A): Greenwich Investment
Proposal (Condensed)
Robert J. Dolan
11 Northern Telecom (B): The Norstar Launch
Robert J. Dolan
12 Rolm: The SIGMA Introduction
V. Kasturi Rangan, Jay Misra, and Cliff Fitzgerald
13 Green Marketing at Rank Xerox
Jeffrey F. Rayport and Joep VanThiel
14 Intel Corporation: Going into OverDrive"'
Anirudh Dhebar
15 Creating Project Plans to Focus Product Development
Steven C. Wheelwright and Kim B. Clark
16 Commercializing Technology: Understanding User Needs
Dorothy Leonard-Barton, Edith Wilson, and John Doyle
17 Industrial Pricing to Meet Customer Needs
Benson P. Shapiro and Barbara B. Jackson
18 Industrial Market Research: Beta Test Site Management
Robert J. Dolan
19 Designing Channels of Distribution
V. Kasturi Rangan
SECTION Ⅲ
Managing Mature Products
SECTION Ⅳ
Managing Product Market Diversity
Index
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