Business Marketing: Connecting Strategy, Relationships, and Learning

Business Marketing: Connecting Strategy, Relationships, and Learning

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"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 more

Product details

  • Paperback | 736 pages
  • 200 x 250 x 30mm | 1,161.19g
  • McGraw-Hill Education - Europe
  • McGraw Hill Higher Education
  • London, United States
  • English
  • Revised
  • 4th Revised edition
  • 0071263438
  • 9780071263436
  • 808,523

Table of contents

Part I: Business Markets and Business Marketing Chapter 1 Introduction to Business Marketing Chapter 2 The Character of Business Marketing Chapter 3 The Purchasing Function Chapter 4 Organizational Buyer Behavior Part II: Foundations for Creating Value Chapter 5 Market Opportunities Chapter 6 Marketing Strategy Chapter 7 Weaving Marketing into the Fabric of the Firm Part III: Business Marketing Programming Chapter 8 Developing and Managing Offerings Chapter 9 Business Marketing Channels Chapter 10 Creating Customer Dialogue Chapter 11 Communicating via Advertising, trade Shows, and PR Chapter 12 The One-To-One Media Chapter 13 Sales and Sales Management Chapter 14 Pricing & Negotiating for Value Part IV: Managing Programs and Customers Chapter 15 Evaluating Marketing Efforts Chapter 16 Customer Retention and Maximization Cases 1. Blue track Sourcing 2. Calox (A) (B) 3. Daynor Chemical Company 4. ExhibitsPlus 5. Fleury Equipment de Batiment 6. JC Decaux 7. 8. Lafarge-Aget 9. Li & Fung Limited 10. Little Tikes Commercial Play Systems 11. Materials Engineering and testing Laboratories 12. Outdoor Sporting Products 13. Pfizer Animal Health Products (A) (B) 14. Planktos Inc. 15. Strategic Marketing Insights 16. SPC Products 17. Three Rivers Optical 18. Whole Tree Energyshow more