Business to business marketing management : a global perspective
著者
書誌事項
Business to business marketing management : a global perspective
Routledge, 2022
4th ed
- : pbk
大学図書館所蔵 全1件
注記
Previous edition: 2018
Includes bibliographical references and index
内容説明・目次
内容説明
* Unlike the competing texts, this takes a truly global perspective, full of real-life case studies from a broad range of regions and organizations, which bring the in-depth theory to life
* The new edition features new and updated case studies, new coverage of non-profit and government marketing, online marketing, ethics and corporate social responsibility
* The text itself is structured around pedagogy designed to facilitate learning, including chapter review questions, case studies with follow-up questions, and a rich collection of diagrams and figures
* Supplemented by extensive online resources
目次
Section I: The Business Market Environment
1. Introduction to business to business marketing
2. How business organizations buy
3. Strategic planning for global business markets
4. Ethical considerations for business marketers
Section II: Evaluating Market Opportunities
5. Market research
6. Segmentation, targeting, and positioning
7. Market entry tactics
Section III: Formulating the Marketing Mix
8. Product strategy and product development
9. Services for business markets
10. Pricing
11. Supply chain management
12. Managing distribution channels
13. Business to business marketing communications
14. Customer relationships and key-account management
15. Sales promotion, exhibitions, and trade fairs
16. Public relations and corporate reputation management
Section IV: Managing the Marketing Program
17. Marketing planning, implementation, and control
18. Organizing for maximum effectiveness
19. The future of business marketing
「Nielsen BookData」 より