Business marketing : connecting strategy, relationships, and learning
著者
書誌事項
Business marketing : connecting strategy, relationships, and learning
（McGraw-Hill international editions）（McGraw-Hill higher education）
McGraw-Hill/Irwin, c2009
4th ed., international 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 MarketingChapter 1Introduction to Business MarketingChapter 2 The Character of Business MarketingChapter 3 The Purchasing FunctionChapter 4 Organizational Buyer BehaviorPart II: Foundations for Creating ValueChapter 5 Market OpportunitiesChapter 6 Marketing StrategyChapter 7Weaving Marketing into the Fabric of the FirmPart III: Business Marketing ProgrammingChapter 8Developing and Managing OfferingsChapter 9Business Marketing ChannelsChapter 10Creating Customer DialogueChapter 11Communicating via Advertising, trade Shows, and PRChapter 12The One-To-One MediaChapter 13Sales and Sales ManagementChapter 14Pricing & Negotiating for ValuePart IV: Managing Programs and CustomersChapter 15Evaluating Marketing EffortsChapter 16Customer Retention and MaximizationCases1. Blue track Sourcing 2. Calox (A) (B)3. Daynor Chemical Company4. ExhibitsPlus5. Fleury Equipment de Batiment6. JC Decaux7. Jewelmart.com8. Lafarge-Aget9. Li & Fung Limited10. Little Tikes Commercial Play Systems11. Materials Engineering and testing Laboratories12. Outdoor Sporting Products13. Pfizer Animal Health Products (A) (B)14. Planktos Inc.15. Strategic Marketing Insights16. SPC Products17. Three Rivers Optical18. Whole Tree Energy
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