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Emerging trends are changing today's business marketing. Are you ready to compete? BUSINESS MARKETING MANAGEMENT takes you inside the world of business marketing experts, showing you what you need to know to be successful. The textbook highlights the similarities between consumer goods and business-to-business marketing, presents a managerial rather than a descriptive treatment of business marketing, and reflects the growing body of literature and emerging trends in business marketing practice. Each chapter provides an overview, key concepts, and a summary to make it easy to review for tests.
Table of Contents
The Environment of Business Marketing
A Business Marketing Perspective
The Business Markets: Perspectives on the Organizational Buyer
Managing Relationships in Business Marketing
Organizational Buying Behavior
Customer Relationship Management Strategies for Business Markets
Assessing Market Opportunities
Segmenting the Business Market
Organizational Demand Analysis
Formulating Business Marketing Strategy
Business Marketing Planning: Strategic Perspectives
Business Marketing Strategies for Global Markets
Managing Products for Business Markets
Managing Innovation and New Industrial Product Development
Managing Services for Business Markets
Managing Business Marketing Channels
E-Commerce Strategies for Business Markets
Supply Chain Strategies
Pricing Strategy for Business Markets
Business Marketing Communications: Advertising and Sales Promotion
Business Marketing Communications: Managing the Personal Selling Function
Evaluating Business Marketing Strategy and Performance
Controlling Business Marketing Strategies
Table of Contents provided by Publisher. All Rights Reserved.