Business marketing : connecting strategy, relationships and learning
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York :
McGraw-Hill/Irwin ,
c2006
|
| Edition: | 3rd ed |
| Series: | McGraw-Hill/Irwin series in marketing
|
| Subjects: |
Table of Contents:
- 1. Introduction to business marketing
- 2. The character of business marketing
- 3. The purchasing function
- 4. Organizational buyer behavior
- 5. Market opportunities: current and potential customers
- 6. Marketing strategy
- 7. Weaving marketing into the fabric of the firm
- 8. Developing and managing products: what do customers want?
- 9. Business marketing channels: partnerships for customer service
- 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 and negotiating for value
- 15. Evaluating marketing efforts
- 16. Customer retention and maximization