Business to business marketing : analysis & practice in a dynamic environment /

Detalles Bibliográficos
Autor principal: Vitale, Robert P.
Otros Autores: Giglierano, Joseph J.
Formato: Libro
Lenguaje:English
Publicado: Mason, Ohio : South-Western/Thomas Learning, c2002.
Materias:
Mercadotecnia.
Tabla de Contenidos:
  • Introduction to business-to-business marketing
  • Classifying customers, organizations, and markets
  • Organizational buying and buyer behavior
  • The legal and political environment
  • Concepts and context of business strategy
  • Assessing the forecasting markets
  • Segmenting, targeting, and positioning
  • Planning and positioning the value offering
  • Innovation, branding, and competitiveness
  • Pricing in business-to-business marketing
  • Business-to-business selling: developing and managing the customer relationship
  • Channel relationships
  • Communicating with the market
  • Business ethics and crisis management
  • Case study 1: LastMile Corporation: choosing a development partner
  • Case study 2: Automotive headlamps
  • Case study 3: Marketing plastic resins: GE and BW.

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