Business Marketing: Connecting Strategy, Relationships, and Learning (Int'l Ed)

av F Robert Dwyer  (häftad, 2008)

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Business Marketing: Connecting Strategy, Relationships, and Learning (Int'l Ed) (häftad)
  • Häftad (paperback)
  • Språk: Engelska
  • Antal sidor: 736
  • Utg.datum: 2008-07-01
  • Upplaga: 4
  • Förlag: McGraw-Hill Education / Asia
  • Medarbetare: Tanner, John F
  • Illustrationer: ill
  • Dimensioner: 254 x 200 x 24 mm
  • Vikt: 1131 g
  • Antal komponenter: 1
  • ISBN: 9780071263436

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Innehållsförteckning

Part I: Business Markets and Business Marketing

Chapter 1Introduction to Business Marketing

Chapter 2 The Character of Business Marketing

Chapter 3 The Purchasing Function

Chapter 4 Organizational Buyer Behavior

Part II: Foundations for Creating Value

Chapter 5 Market Opportunities

Chapter 6 Marketing Strategy

Chapter 7Weaving Marketing into the Fabric of the Firm

Part III: Business Marketing Programming

Chapter 8Developing and Managing Offerings

Chapter 9Business Marketing Channels

Chapter 10Creating Customer Dialogue

Chapter 11Communicating via Advertising, trade Shows, and PR

Chapter 12The One-To-One Media

Chapter 13Sales and Sales Management

Chapter 14Pricing & Negotiating for Value

Part IV: Managing Programs and Customers

Chapter 15Evaluating Marketing Efforts

Chapter 16Customer 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 Optical18. Whole Tree Energy