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 international editions）（McGraw-Hill higher education）
McGraw-Hill/Irwin, c2006
3rd ed., international ed
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注記
Includes bibliographical references (p. 652-660) 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
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 Opportunities: Current & Potential CustomersChapter 6 Marketing StrategyChapter 7Weaving Marketing into the Fabric of the FirmPart III: Business Marketing ProgrammingChapter 8Developing and Managing Products: What Do Customers Want?Chapter 9Business Marketing Channels: Partnerships for Customer ServiceChapter 10Creating Customer DialogueChapter 11Communicating with the Market:Advertising, Public Relations, & Trade ShowsChapter 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. Bama Pie, Ltd2. BGH-Motorola3. Calox (A) (B)4. Daynor Chemical Company5. ExhibitsPlus6. Fleury Equipment de Batiment7. JC Decaux8. Jewelmart.com9. Li & Fung Limited10. Little Tikes Commercial Play Systems11. Majsperk (A) (B) (C)12. Metropol Base - Fort Security Group13. Northcrest Salmon14. Outdoor Sporting Products, Inc.15. Pfizer, Inc. Animal Health Products (A) (B)16. SPC Products17. Texas Instruments18. Whole Tree Energy19. Wind Technology20. Xerox
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