Michael H. H. Morris & Earl Dwight Dwight Honeycutt 
Business-to-Business Marketing [PDF ebook] 
A Strategic Approach

Sokongan

Thoroughly updated, 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.

 

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Jadual kandungan

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

Mengenai Pengarang

Leyland Pitt is the Dennis Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, Canada, and also Affiliate Professor in Industrial Marketing at the Royal Institute of Technology, Stockholm, Sweden. He has also taught on executive and MBA programs at schools such as the Graham School of Continuing Studies (University of Chicago), Columbia University Graduate School of Business, Rotterdam School of Management, and London Business School. His work has been published in such journals, as Information Systems Research, Journal of the Academy of Marketing Science, Sloan Management Review, California Management Review, Communications of the ACM, and MIS Quarterly (which he also served as Associate Editor).

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Bahasa Inggeris ● Format PDF ● Halaman-halaman 560 ● ISBN 9781452252100 ● Saiz fail 63.7 MB ● Penerbit SAGE Publications ● Bandar raya Thousand Oaks ● Negara US ● Diterbitkan 2001 ● Edisi 3 ● Muat turun 24 bulan ● Mata wang EUR ● ID 5352119 ● Salin perlindungan Adobe DRM
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