PrefaceSection I IntroductionReading 1. Scope and Challenge of Business-to-Business Marketing; V. Kasturi Rangan and Bruce IsaacsonReading 2. How to Segment Industrial Markets; Benson P. Shapiro and Thomas V. BonomaReading 3. Major Sales: Who Really Does the Buying?; Thomas V. BonomaSection II Managing New ProductsReading 4. New Product Commercialization: Common Mistakes; V. Kasturi Rangan and Kevin BartusReading 5. Creating Project Plans to Focus Product Development; Steven C Wheelwright and Kim B. ClarkReading 6. Commercializing Technology: Understanding User Needs; Dorothy Leonard-Barton, Edith Wilson, and John DoyleReading 7. Industrial Pricing to Meet Customer Needs; Benson P. Shapiro and Barbara B. JacksonReading 8. Industrial Market Research: Beta Test Site Management; Robert J. DolanReading 9. Designing Channels of Distribution; V. Kasturi RanganSection III Managing Mature ProductsReading 10. Beating the Commodity Magnet; V. Kasturi Rangan and George T. BowmanReading 11. Manage Customers for Profits (Not Just Sales); Benson P. Shapiro, V. Kasturi Rangan, Roland T. Moriarity, and Elliot B. RossReading 12. Close Encounters of the Four Kinds: Managing Customers in a Rapidly Changing Environment; Benson P. ShapiroReading 13. Segmenting Customers in Mature Industrial Markets; V. Kasturi Rangan, Roland T. Moriarity and Gordon SwartzReading 14. Once More: How Do You Improve Customer Service?; Frank V. CespedesReading 15. Automation to Boost Sales and Marketing; Roland T. Moriarity and Gordon S. SwartzReading 16. Reorienting Channels of Distribution; V. Kasturi RanganReading 17. Managing Hybrid Marketing Systems; Roland T. Moriarity and Ursula MoranSection IV Managing Product Market DiversityReading 18. Managing Market Complexity: A Three Ring Circus: V. Kasturi RanganReading 19. Variety Versus Value: Two Generic Approaches to Product Policy, Benson P. ShapiroReading 20. What the Hell is 'Market Oriented'?; Benson P. ShapiroReading 21. Staple Yourself to an Order; Benson P. Shapiro, V.Kasturi Rangan, and John J. SvioklaReading 22. High Tech Marketing: Concepts, Continuity and Change; Roland T. Moriarity and Thomas J. KosnikReading 23. The Logic of Global Business: An Interview with ABB's Percy Barnevik; William Taylor
