Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of business to business marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles; new processes for selling, distribution, and customer service; an increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships.

The concept of entrepreneurial intensity captures how entrepreneurship fluctuates by degree and frequency, and how it applies to personal well-being, organizational performance, and the quality of societal life. Morris develops his ideas by challenging the 13 leading myths about entrepreneurship while integrating many diverse perspectives on them. Readers will find in the EI concept a new way of examining and understanding the entrepreneurial process and strategies for fostering entrepreneuriship. Rigorously grounded in research, this book is an important resource for the academic...

An important contribution to marketing literature, this volume offers a comprehensive guide to market-based pricing strategies. The authors present pricing as a relatively simple, but extremely powerful marketing tool--a creative variable which managers can manipulate to accomplish a wide variety of ends. Arguing that companies must move away from the traditional, short-term, reactive methods relied upon to set and manage prices, the authors call for a systematic, strategic and market-based approach to the pricing problem. Their central unifying theme is that pricing begins and ends with...