BUSINESS MARKETING: CONNECTING STRATEGY RALATIONSHIPS AND LEARNING DWYER R.F. TANNER J. Księgarnia

Business Marketing, 4e is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing.

This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management

Table of Contents

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

736 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.