Business Marketing: Connecting Strategy, Relationships and Learning by F.Robert Dwyer
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Business Marketing
Summary
An introduction to the concepts of marketing to businesses. Written from a learning organization perspective, it stresses the importance of building relationships with customers, and material from all business disciplines is integrated throughout to enable students to practice business marketing.
Business Marketing Summary
Table of Contents
Introduction to business marketing; the character of business marketing; purchasing and materials management; organizational buyer behaviour; market opportunities - current and potential customers; marketing strategy; weaving marketing into the fabric of the firm; developing and managing products - what do customers want?; business marketing channels - partnerships for customer service; intregrating marketing communications; communicating with the market - advertising, public relations and trade shows; IMC -the one-to-one media; sales and sales management; pricing and negotiating for value; evaluating marketing efforts; customer retention and maximization; the future of business marketing -globalization, technology and career trends.
Additional information
GOR010945121
9780071162005
0071162003
Business Marketing: Connecting Strategy, Relationships and Learning by F.Robert Dwyer
Used - Well Read
Paperback
McGraw-Hill Education - Europe
19991200
704
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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