Title:
Business marketing management : B2B
Personal Author:
Edition:
10th ed.
Publication Information:
Mason, OH : South-Western Cengage Learning, 2010
Physical Description:
xxxiii, 634 p. : ill. (some col.) ; 26 cm.
ISBN:
9780324581676
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010237582 | HF5415.13 H86 2010 | Open Access Book | Book | Searching... |
Searching... | 30000010195740 | HF5415.13 H86 2010 | Open Access Book | Book | Searching... |
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Summary
Summary
Emerging trends are changing today's business marketing. Are you ready to compete? BUSINESS MARKETING MANAGEMENT takes you inside the world of business marketing experts, showing you what you need to know to be successful. The textbook highlights the similarities between consumer goods and business-to-business marketing, presents a managerial rather than a descriptive treatment of business marketing, and reflects the growing body of literature and emerging trends in business marketing practice. Each chapter provides an overview, key concepts, and a summary to make it easy to review for tests.
Table of Contents
| Preface |
| Part I The Environment Of Business Marketing |
| 1 A Business Marketing Perspective |
| 2 The Business Market: Perspectives on the Organizational Buyer |
| Part II Managing Relationships In Business Marketing |
| 3 Organizational Buying Behavior |
| 4 Customer Relationship Management Strategies for Business Markets |
| Part III Assessing Market Opportunities |
| 5 Segmenting the Business Market and Estimating Segment Demand |
| Part IV Formulating Business Marketing Strategy |
| 6 Business Marketing Planning: Strategic Perspectives |
| 7 Business Marketing Strategies for Global Markets |
| 8 Managing Products for Business Markets |
| 9 Managing Innovation and New Industrial Product Development |
| 10 Managing Services for Business Markets |
| 11 Managing Business Marketing Channels |
| 12 E-Commerce Strategies for Business Markets |
| 13 Supply Chain Strategies |
| 14 Pricing Strategy for Business Markets |
| 15 Business Marketing Communications: Advertising and Sales Promotion |
| 16 Business Marketing Communications: Managing the Personal Selling Function |
| Part V Evaluating Business Marketing Strategy And Performance |
| 17 Marketing Performance Measurement |
| Cases |
| Glossary |
| Index |
