Business Marketing Management
(Sprache: Englisch)
Providing treatment of business-to-business marketing, this work captures and integrates the developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. It provides treatment of...
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Providing treatment of business-to-business marketing, this work captures and integrates the developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. It provides treatment of relationship strategies, the technology adoption life cycle, and more.
Klappentext zu „Business Marketing Management “
BUSINESS MARKETING MANAGEMENT, 9th Edition is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum. This comprehensive market leader 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, highlights key concepts, and includes several carefully chosen examples of contemporary business marketing practice as well as a cogent summary and a set of proactive discussion questions.
Inhaltsverzeichnis zu „Business Marketing Management “
PREFACE.PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
2. The Business Markets: 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.
6. Organizational Demand Analysis.
PART IV: FORMULATING BUSINESS MARKETING STRATEGY.
7. Business Marketing Planning: Strategic Perspectives.
8. Business Marketing Strategies for Global Markets.
9. Managing Products for Business Markets.
10. Managing Innovation and New Industrial Product Development.
11. Managing Services for Business Markets.
12. Managing Business Marketing Channels.
13. E-Commerce Strategies for Business Markets.
14. Supply Chain Strategies.
15. Pricing Strategy for Business Markets.
16. Business Marketing Communications: Advertising and Sales Promotion.
17. Business Marketing Communications: Managing the Personal Selling Function.
PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
18. Controlling Business Marketing Strategies.
Cases.
Glossary.
Index.
Bibliographische Angaben
- Autor: Michael Hutt
- 2006, 9. Aufl., 688 Seiten, Maße: 25,1 cm, Kartoniert (TB), Englisch
- Verlag: Cengage Learning EMEA
- ISBN-10: 0324361041
- ISBN-13: 9780324361049
Sprache:
Englisch
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