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Business-to-Business Marketing: A Strategic Approach

Autor Michael H. Morris, Leyland Pitt, Earl Dwight Honeycutt
en Limba Engleză Hardback – 29 mai 2001
Thoroughly updated throughout, this much-anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include faster product and service development, shortened product life cycles, new processes for selling, distribution, and customer service, increase in entrepreneurial firms, and the need to create and sustain long-term customer relationships. Separate chapters are devoted to buying decisions, market research and analysis, and purchasing practices, including treatment of the latest technological developments in just-in-time systems, web-based procurement, and enterprise resource planning and manufacturing systems. Each chapter includes illustrations of real world marketing issues, key concepts, learning objectives, and discussion questions. An instructor's manual test with items is available.
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Specificații

ISBN-13: 9780803959644
ISBN-10: 0803959648
Pagini: 560
Dimensiuni: 178 x 254 x 35 mm
Greutate: 1.13 kg
Ediția:Third Edition
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Cuprins

The Unique Nature of Industrial Marketing
Exploring the Customer's Purchasing Operation
How Organizations Make Buying Decisions
Building Customer Relationships
Segmentation and Targeting of Business Markets
Industrial Marketing Research and Intelligence
Strategy and the Industrial Marketer
Innovation, Entrepreneurship and the Business Marketer
Marketing Industrial Products and Services
A Creative Perspective on Industrial Pricing
Communications with Business Customers
Engineering the Promotional Mix
The Changing Role of the Sales Force
Distribution and the Value-Added Chain
The Need for Accountability
Control and the Industrial Marketer

Descriere

This much-anticipated, thoroughly updated Third Edition provides academics and marketing professionals with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace.