Business Marketing : Connecting Strategy, Relationships, and Learning
by Dwyer, F. Robert; Tanner, JohnEdition: 4th
Format: Hardcover
Pub. Date: 2008-01-25
Publisher(s): McGraw-Hill/Irwin
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Summary
Business Marketing, 4e is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing. This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.
Table of Contents
| Business Markets and Business Marketing | |
| Introduction to Business Marketing | |
| The Character of Business Marketing | |
| The Purchasing Function | |
| Organizational Buyer Behavior | |
| Foundations for Creating Value | |
| Market Opportunities | |
| Marketing Strategy | |
| Weaving Marketing into the Fabric of the Firm | |
| Business Marketing Programming | |
| Developing and Managing Offerings | |
| Business Marketing Channels | |
| Creating Customer Dialogue | |
| Communicating via Advertising, trade Shows, and PR | |
| The One-To-One Media | |
| Sales and Sales Management | |
| Pricing & Negotiating for Value | |
| Managing Programs and Customers | |
| Evaluating Marketing Efforts | |
| Customer Retention and Maximization Cases | |
| Blue track Sourcing | |
| Calox (A) (B) | |
| Daynor Chemical Company | |
| ExhibitsPlus | |
| Fleury Equipment de Batiment | |
| JC Decaux | |
| Jewelmart.com | |
| Lafarge-Aget | |
| Li & Fung Limited | |
| Little Tikes Commercial Play Systems | |
| Materials Engineering and testing Laboratories | |
| Outdoor Sporting Products | |
| Pfizer Animal Health Products (A) (B) | |
| Planktos Inc. | |
| Strategic Marketing Insights | |
| SPC Products | |
| Three Rivers Optical | |
| Whole Tree Energy | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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