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Viser: Business Marketing Management - B2b
Business Marketing Management
B2b
Thomas Speh og Michael Hutt
(2012)
Sprog: Engelsk
Cengage South-Western
2.376,00 kr.
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Detaljer om varen
- Paperback: 440 sider
- Udgiver: Cengage South-Western (Marts 2012)
- Forfattere: Thomas Speh og Michael Hutt
- ISBN: 9781133189572
Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11E, International Edition delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition also includes additional emphasis on automated B2B practices and the impact of the Internet.
PART I: THE ENVIRONMENT OF BUSINESS MARKETING.
1. A Business Marketing Perspective.
2. The Business Markets: Perspectives on the Organizational Buyer. PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets. PART III: ASSESSING MARKET OPPORTUNITIES.
5. Segmenting the Business Market.
6. Organizational Demand Analysis. PART IV: FORMULATING BUSINESS MARKETING STRATEGY.
7. Business Marketing Planning: Strategic Perspectives.
8. Business Marketing Strategies for Global Markets.
9. Managing Products for Business Markets.
10. Managing Innovation and New Industrial Product Development.
11. Managing Services for Business Markets.
12. Managing Business Marketing Channels.
13. E-Commerce Strategies for Business Markets.
14. Supply Chain Strategies.
15. Pricing Strategy for Business Markets.
16. Business Marketing Communications: Advertising and Sales Promotion.
17. Business Marketing Communications: Managing the Personal Selling Function. PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
18. Controlling Business Marketing Strategies.
1. A Business Marketing Perspective.
2. The Business Markets: Perspectives on the Organizational Buyer. PART II: MANAGING RELATIONSHIPS IN BUSINESS MARKETING.
3. Organizational Buying Behavior.
4. Customer Relationship Management Strategies for Business Markets. PART III: ASSESSING MARKET OPPORTUNITIES.
5. Segmenting the Business Market.
6. Organizational Demand Analysis. PART IV: FORMULATING BUSINESS MARKETING STRATEGY.
7. Business Marketing Planning: Strategic Perspectives.
8. Business Marketing Strategies for Global Markets.
9. Managing Products for Business Markets.
10. Managing Innovation and New Industrial Product Development.
11. Managing Services for Business Markets.
12. Managing Business Marketing Channels.
13. E-Commerce Strategies for Business Markets.
14. Supply Chain Strategies.
15. Pricing Strategy for Business Markets.
16. Business Marketing Communications: Advertising and Sales Promotion.
17. Business Marketing Communications: Managing the Personal Selling Function. PART V: EVALUATING BUSINESS MARKETING STRATEGY AND PERFORMANCE.
18. Controlling Business Marketing Strategies.
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