The Bingham and Gomes approach to business marketing provides students with the practical grounding they need to become successful business marketers by addressing real issues that face B2B marketers along with the newest developments and insights into this rapidly changing field. Each case has been specifically created to apply and support student's understanding of chapter concepts. All cases and assignments are new. Text has a practical application of business theory, presented in an engaging and intellectually challenging format. Chapter Cases provide a focused examination of the chapter's topics and issues, followed by assignments to probe for causes, solutions, and lessons.
Cases are new and have been classroom tested.
Learning Objectives highlight the primary points of interest in the chapter. Concept Questions check retention of concepts before getting to the end of a chapter. Business Marketing in Action boxes contain a brief story of real business dilemmas or tactics and illustrate a major concept. Strategy at Work boxes give students a picture of real-life marketing strategy at work. What Would You Do boxes present an ethical issue for discussion or team presentations.