Business Marketing: Connecting Strategy, Relationships, and Learning

av F Robert Dwyer  (häftad, 2008)

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Business Marketing: Connecting Strategy, Relationships, and Learning + Business to Business Marketing
De som köpt den här boken har ofta också köpt Business to Business Marketing (häftad) av Wim G Biemans
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Business Marketing: Connecting Strategy, Relationships, and Learning (häftad)
  • Häftad (paperback)
  • Språk: Engelska
  • Antal sidor: 736
  • Utg.datum: 2008-07-01
  • Upplaga: 4
  • Förlag: McGraw-Hill Higher Education
  • 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
1 Introduction to Business Marketing
2 The Character of Business Marketing 3 The Purchasing Function
4 Organizational Buyer Behavior

part ii: foundations for creating value
5 Market Opportunities
6 Marketing Strategy
7 Weaving Marketing into the Fabric of the Firm

part iii: business marketing programming
8 Developing and Managing Offerings
9 Business Marketing Channels
10 Creating Customer Dialogue
11 Communicating via Advertising, trade Shows, and PR
12 The One-To-One Media
13 Sales and Sales Management
14 Pricing & Negotiating for Value

part iv: managing programs and customers
15 Evaluating Marketing Efforts
16 Customer 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 Optical
18. Whole Tree Energy

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