中欧国际工商学院市场战略课程教材。 本书的作者是弗沃德教授，和科特勒合著BtoB营销。2007年至今一直在中欧国际工商学院任职。

本书有中译本，并曾翻译成多国文字。

Chapter 1: Introduction to Business-to-business Marketing  2
Chapter One

Introduction to Business-to-Business Marketing


OVERVIEW

This chapter introduces business-to-business marketing, provides an overview of the
differences and similarities between business-to-business and consumer marketing, and,
provides an approach for studying this field that is built around the concept of value for
customers. Value includes both customer benefits and customer costs incurred in realizing
these benefits.  This chapter closes by introducing several trends currently changing the face
of business-to-business marketing.  These trends, which are important to keep in mind as
progress is made through the book, raise the question of whether ideas about what works in
business-to-business marketing need to change.
In the opening example, two transportation companies -- UPS and FedEx -- take their
partnerships with office services companies to a new competitive level.  UPS’ acquisition of
Mail Boxes Etc. and FedEx’s acquisition of Kinko’s, Inc. created new bundles of services
creating differentiated value for their small business clients. In so doing, they illustrate several
of the core concepts that will be examined in later chapters.