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Business Marketing : Connecting Strategy, Relationships, and Learning

by: DWYER F. ROBERT

Business Marketing : Connecting Strategy, Relationships, and Learning

by: DWYER F. ROBERT

ISBN 13:
9780072410631
ISBN 10:
0072410639
Format: Hardcover
Copyright: 07/13/2001
Publisher: McGraw-Hill/Irwin

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Summary

This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.

Amazon no longer offers textbook rentals. We do!

Business Marketing : Connecting Strategy, Relationships, and Learning

Business Marketing : Connecting Strategy, Relationships, and Learning

9780072410631

0072410639

Summary

Author Biography

Table of Contents

Chapter 2 The Character of Business Marketing

Chapter 3 Purchasing and Materials Management

Chapter 4 Organizational Buyer Behavior

Chapter 5 Market Opportunities: Current & Potential Customers

Chapter 6 Marketing Strategy

Chapter 7 Weaving Marketing Into The Fabric Of The Firm

Chapter 8 Developing and Managing Products: What do Customers Want?

Chapter 9 Business Marketing Channels: Partnerships for Customer Service

Chapter 10 Integrating Marketing Communications

Chapter 11 Communicating with the Market: Advertising, Public Relations, & Trade Shows

Chapter 12 IMC: The One-To-One Media

Chapter 13 Sales and Sales Management

Chapter 14 Pricing & Negotiating for Value

Chapter 15 Evaluating Marketing Efforts

Chapter 16 Customer Retention and Maximization

Supplemental Materials