Business Marketing: Connecting Strategy, Relationships, and Learning (Int'l Ed)

4 ed
ISBN: 978-0-07-126343-6
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 0 Seiten, Format (B × H): 201 mm x 252 mm, Gewicht: 1182 g

Reihe: Asia Higher Education Business & Economics Marketing

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 management.

Autoren/Hrsg.

Dwyer, F. Robert

Tanner, John

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Part I: Business Markets and Business MarketingChapter 1Introduction to Business MarketingChapter 2 The Character of Business MarketingChapter 3 The Purchasing FunctionChapter 4 Organizational Buyer BehaviorPart II: Foundations for Creating ValueChapter 5 Market OpportunitiesChapter 6 Marketing StrategyChapter 7Weaving Marketing into the Fabric of the FirmPart III: Business Marketing ProgrammingChapter 8Developing and Managing OfferingsChapter 9Business Marketing ChannelsChapter 10Creating Customer DialogueChapter 11Communicating via Advertising, trade Shows, and PRChapter 12The One-To-One MediaChapter 13Sales and Sales ManagementChapter 14Pricing & Negotiating for ValuePart IV: Managing Programs and CustomersChapter 15Evaluating Marketing EffortsChapter 16Customer Retention and MaximizationCases1. Blue track Sourcing 2. Calox (A) (B)3. Daynor Chemical Company4. ExhibitsPlus5. Fleury Equipment de Batiment6. JC Decaux7. Jewelmart.com8. Lafarge-Aget9. Li & Fung Limited10. Little Tikes Commercial Play Systems11. Materials Engineering and testing Laboratories12. Outdoor Sporting Products13. Pfizer Animal Health Products (A) (B)14. Planktos Inc.15. Strategic Marketing Insights16. SPC Products17. Three Rivers Optical18. Whole Tree Energy

Über Autor(innen)

Tanner, John
Dr. Tanner is dean, Strome College of Business, Old Dominion University. He earned his PhD from the University of Georgia. Prior to entering academia, Dr. Tanner spent eight years in industry with Rockwell International and Xerox Corporation as both salesperson and marketing manager.  Dr. Tanner has received several awards for teaching effectiveness and research, including the Distinguished Teacher award from the Society of Marketing Advances.  He has also been named Reviewer of the Year and coauthor of the Paper of the Year by the Journal of Personal Selling and Sales Management. Dr. Tanner has authored or coauthored 15 books, and has published over 80 articles. He has received research grants from the Center for Exhibition Industry Research, the Institute for the Study of Business Markets, the University Research Council, the Walmart Foundation, and others.   He is currently the editor of Marketing Educators' Review and has served as special issue editor for the Journal of Personal Selling and Sales Management. Dr. Tanner has been a featured presenter at executive workshops and conferences for organizations such as the Marketing Science Institute, National Retail Federation, Canadian Association of Exhibition Managers, and Oracle's OpenWorld.  His consulting clients include IBM, Cabela's, EMC, SAP, and others.  Jeff and his wife also breed and race thoroughbred horses.