Business-to-business marketing management : a global perspective
著者
書誌事項
Business-to-business marketing management : a global perspective
Thomson Learning, 2005
大学図書館所蔵 件 / 全3件
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注記
Includes bibliographical references and index
Publisher from t.p. verso
内容説明・目次
内容説明
This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies,
目次
PART I: THE BUSINESS MARKET ENVIRONMENT. 1. Introduction to Business-to-Business Marketing. 2. How Business Organizations Buy. 3. Strategic Planning for Global Business Markets. PART II: EVALUATING MARKET OPPORTUNITIES. 4. Market Research and Information Systems. 5. Segmentation, Targeting and Positioning. 6. Market Entry Tactics. PART III: FORMULATING THE MARKETING MIX. 7. Product Strategy and Product Development. 8. Services for Business Markets. 9. Pricing in Business Markets. 10. Supply-Chain Management. 11. Managing Distribution Channels. 12. Business-to-Business Marketing Communications. 13. Customer Relationships and Key Account Management. 14. Sales Promotion, Exhibitions and Trade Fairs. 15. Corporate Reputation Management. PART IV: MANAGING THE MARKETING PROGRAM. 16. Market Planning, Implementation and Control. 17. Organizing for Maximum Effectiveness. 18. Ethical Considerations for Business Marketers. 19. The Future of Business Marketing. Appendix. Index.
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