Business marketing management : an organizational approach : text and cases
著者
書誌事項
Business marketing management : an organizational approach : text and cases
（Kent series in marketing）
PWS-KENT Pub. Co., c1992
5th ed
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注記
Rev. ed. of: Industrial marketing management. c1989
Includes bibliographical references and indexes
内容説明・目次
内容説明
The renaming of the title of the book and the course from "Industrial Marketing Management" to "Business Marketing Management" reflects the trend in recent years towards business marketing as opposed to industrial marketing. The prerequisite to this course is principles of marketing. This book should be of interest to students taking a course in industrial, business, or business-to-business marketing in departments of business and marketing.
目次
Part 1: Understanding the business marketing environment. The business marketing environment. Influences on the business marketing system. The global nature of business marketing. Part 2: Organizational customers and market behaviour. Demand estimation and sales forecasting in business markets. Purchasing and materials management. Organizational buying behaviour. Strategic alliances and partnering relationships in business marketing. Part 3: The business marketing process: segmentation, planning, strategy, and intelligence gathering. The Standard Industrial Classification (SIC) system. Segmentation in business markets. Planning business marketing strategy. Business marketing intelligence. Part 4: The business marketing mix. Product and service strategy in business marketing. Channel strategy in business marketing. Physical distribution strategy in business marketing. Promotional strategy in business marketing - personal selling. Promotional strategy in business marketing - advertising and sales promotion. Pricing strategy in business marketing. Part 5: Business marketing performance: control and evaluation. Controlling and evaluating business marketing strategy. Part 6: Glossary of terms. Part 7: Cases.
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