Business marketing : connecting strategy, relationships, and learning
著者
書誌事項
Business marketing : connecting strategy, relationships, and learning
McGraw-Hill/Irwin, c2009
4th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
"Business Marketing, 4e" is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing. This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.
目次
Part I: Business Markets and Business Marketing 1 Introduction to Business Marketing 2 The Character of Business Marketing 3 The Purchasing Function 4 Organizational Buyer Behavior Part II: Foundations for Creating Value 5 Market Opportunities 6 Marketing Strategy 7 Weaving Marketing into the Fabric of the Firm Part III: Business Marketing Programming 8 Developing and Managing Offerings 9 Business Marketing Channels 10 Creating Customer Dialogue 11 Communicating via Advertising, trade Shows, and PR 12 The One-To-One Media 13 Sales and Sales Management 14 Pricing & Negotiating for Value Part IV: Managing Programs and Customers 15 Evaluating Marketing Efforts 16 Customer Retention and Maximization Cases 1. Blue track Sourcing 2. Calox (A) (B) 3. Daynor Chemical Company 4. ExhibitsPlus 5. Fleury Equipment de Batiment 6. JC Decaux 7. Jewelmart.com 8. Lafarge-Aget 9. Li & Fung Limited 10. Little Tikes Commercial Play Systems 11. Materials Engineering and testing Laboratories 12. Outdoor Sporting Products 13. Pfizer Animal Health Products (A) (B) 14. Planktos Inc. 15. Strategic Marketing Insights 16. SPC Products 17. Three Rivers Optical 18. Whole Tree Energy
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