Business Marketing
Connecting Strategy, Relationships and Learning
Published in December 1999
Book
Paperback/Softback
704 pages
978-0-07-116200-5 (ISBN)
Description
An introduction to the concepts of marketing to businesses. Written from a learning organization perspective, it stresses the importance of building relationships with customers, and material from all business disciplines is integrated throughout to enable students to practice business marketing.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 230 mm
Weight
1320 gr
ISBN-13
978-0-07-116200-5 (9780071162005)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2001
2nd Edition
McGraw-Hill Publishing Co.
€49.59
Article is exhausted; no reprint
Content
Introduction to business marketing; the character of business marketing; purchasing and materials management; organizational buyer behaviour; market opportunities - current and potential customers; marketing strategy; weaving marketing into the fabric of the firm; developing and managing products - what do customers want?; business marketing channels - partnerships for customer service; intregrating marketing communications; communicating with the market - advertising, public relations and trade shows; IMC -the one-to-one media; sales and sales management; pricing and negotiating for value; evaluating marketing efforts; customer retention and maximization; the future of business marketing -globalization, technology and career trends.