The book based on three objectives that guided the development of this edition:
1. To highlight the similarities between consumer goods and business-to-business marketing and to explore the points of departure depth. Particular attention is given to market analysis, organizational buying behavior, relationship management, and the ensuing adjustment required in the marketing strategy elements used to reach organizational customer.
2. To presents a managerial rather than a descriptive treatment of business marketing. Whereas some descriptive material is required to convey the dynamic nature of the business marketing environment, the relevance of the material is linked to business marketing management decision making.
3. To integrate the growing body of literature into an operational treatment of the business marketing management. In this text, relevant work is drawn from organizational buying behavior, procurement, organizational behavior, logistics, strategic management, and the behavioral science, as well as from specialized studied of business marketing strategy components.
The book is dividing into six parts;
Part 1 introduces the distinguishing features of the business marketing environment, careful examination is given to each of the major types of customer that constitute the business market.
Part 2, in which the many forces encircling the organizational buying process are explored in depth.
Part 3, centers on the intelligence function and on the techniques that can be employ in assessing marketing opportunities.
Part 4, centers on the planning process and on designing marketing strategy for business marketing.
Part 5, examines techniques for evaluating business marketing strategy and performance. It provides a compact treatment of marketing control systems and presents an organizing framework for marketing profitability analysis.
Part 6, come down to the implementation of the theory from cases to the business marketing environment.