9780136058281

Business to Business Marketing

  • ISBN 13:

    9780136058281

  • ISBN 10:

    0136058280

  • Edition: 1st
  • Format: Paperback
  • Copyright: 07/20/2010
  • Publisher: Pearson

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Written from a highly practical perspective, Business to Business Marketingaims to help students with limited marketing experience understand the concepts in business-to-business marketing. Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies For those interested in understanding business-to-business marketing.

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