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）
McGraw-Hill/Irwin, 2002
2nd ed
- : International edition
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注記
Includes bibliographies and index
内容説明・目次
内容説明
This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.
目次
Chapter 1 Introduction to Business Marketing Chapter 2 The Character of Business Marketing Chapter 3 Purchasing and Materials Management Chapter 4 Organizational Buyer Behavior Chapter 5 Market Opportunities: Current & Potential Customers Chapter 6 Marketing Strategy Chapter 7 Weaving Marketing Into The Fabric Of The Firm Chapter 8 Developing and Managing Products: What do Customers Want? Chapter 9 Business Marketing Channels: Partnerships for Customer Service Chapter 10 Integrating Marketing Communications Chapter 11 Communicating with the Market: Advertising, Public Relations, & Trade Shows Chapter 12 IMC: The One-To-One Media Chapter 13 Sales and Sales Management Chapter 14 Pricing & Negotiating for Value Chapter 15 Evaluating Marketing Efforts Chapter 16 Customer Retention and Maximization
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