Business marketing : connecting strategy, relationships, and learning
Author(s)
Bibliographic Information
Business marketing : connecting strategy, relationships, and learning
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, 1999
- : pbk
Available at / 12 libraries
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Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
658.8-580081000094244
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Note
Includes bibliographical references (p. 649-656) and index
Description and Table of Contents
- Volume
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: pbk ISBN 9780071162005
Description
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.
Table of Contents
- 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.
- Volume
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ISBN 9780256221336
Description
This text introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.
by "Nielsen BookData"
