Business to Business Marketing PIE - Vitale, Robert

Business to Business Marketing PIE

Robert Vitale

Yayınevi: Pearson Education

Yayın tarihi: 07/2010

ISBN: 9780132479059

Yazar : Joseph Giglierano Waldemar Pfoertsch

İngilizce | 552 Sayfa | 17,6x22,81x2,01 cm.

Tür: İşletme-Pazarlama

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A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace.

Written from a highly practical perspective, Business to Business Marketing aims to help readers with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that readers need to know.

 

Chapter 1: Introduction to Business-to-Business Marketing
Chapter 2: Business-to-Business Environment: Customers, Organizations, and Markets
Chapter 3: Organizational Buying and Buyer Behavior
Chapter 4: The Legal and Regulatory Environment
Chapter 5: Concepts and Context Of Business Strategy
Chapter 6: Market Research and Competitive Analysis
Chapter 7: Segmenting, Targeting, and Positioning
Chapter 8: Developing the Product, Service, and Value of The Offering
Chapter 9: Innovation and Competitiveness
Chapter 10: Pricing in Business-to-Business Marketing
Chapter 11: Business Development and Planning
Chapter 12: Business-to-Business Selling Developing and Managing the Customer Relationship
Chapter 13: Business-to-Business Branding Creating and Fostering the Brand
Chapter 14: Channel Relationships and Supply Chains
Chapter 15: Communicating with the Market
Chapter 16: Business Ethics and Crisis Management Case Studies

 

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