| Business-To-Business Marketing: Analysis and Practice Contributor(s): Vitale, Robert (Author), Pfoertsch, Waldemar (Author), Giglierano, Joseph (Author) |
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ISBN: 0136058280 ISBN-13: 9780136058281 Publisher: Pearson OUR PRICE: $164.65 Product Type: Hardcover Published: July 2010 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.804 |
| LCCN: 2010004856 |
| Physical Information: 0.9" H x 7.1" W x 9.1" (1.85 lbs) 512 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Written from a highly practical perspective, Business to Business Marketing aims to help students with limited marketing experience understand the concepts in business-to-business marketing. KEY TOPICS: Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies MARKET: For those interested in understanding business-to-business marketing. |