Business marketing : connecting strategy, relationships, and learning
著者
書誌事項
Business marketing : connecting strategy, relationships, and learning
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, 1999
- : pbk
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注記
Includes bibliographical references (p. 649-656) and index
内容説明・目次
- 巻冊次
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: pbk ISBN 9780071162005
内容説明
An introduction to the concepts of marketing to businesses. Written from a learning organization perspective, it stresses the importance of building relationships with customers, and material from all business disciplines is integrated throughout to enable students to practice business marketing.
目次
- Introduction to business marketing
- the character of business marketing
- purchasing and materials management
- organizational buyer behaviour
- market opportunities - current and potential customers
- marketing strategy
- weaving marketing into the fabric of the firm
- developing and managing products - what do customers want?
- business marketing channels - partnerships for customer service
- intregrating marketing communications
- communicating with the market - advertising, public relations and trade shows
- IMC -the one-to-one media
- sales and sales management
- pricing and negotiating for value
- evaluating marketing efforts
- customer retention and maximization
- the future of business marketing -globalization, technology and career trends.
- 巻冊次
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ISBN 9780256221336
内容説明
This text introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.
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