Strategic business marketing
著者
書誌事項
Strategic business marketing
Prentice Hall, 1995
3rd ed
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注記
Rev. ed. of: Strategic industrial marketing. 2nd. c1989
Includes bibliographical references and index
内容説明・目次
内容説明
This text offers information about the nature, scope and techniques of marketing applied to industrial products and services, businesses and public sector undertakings. It has been revised and augmented, with new material on internationalism, especially the growth in regionalism, the EU, Pacific basin countries, NAFTA and Eastern Europe. Also special attention has been given to innovation strategies, ethics, negotiation, marketing research, consumerism, environmentalism, product design strategies and strategic alliances.
目次
Marketing Principles and Practice. Characteristics of Industrial Markets. Buying Behaviour. Market Research. Strategic Planning 1. Strategic Planning 2. Innovation Strategy. International Strategy. Communications Strategy. Strategic Challenges.
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