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Business-To-Business Marketing: Analysis and Practice

Год выпуска: 2010-07-15
Автор: Robert Vitale and Waldemar Pfoertsch and Joseph Giglierano

Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies

For those interested in understanding business-to-business marketing.

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 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

Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies

For those interested in understanding business-to-business marketing.

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 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

Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies

For those interested in understanding business-to-business marketing.

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 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


  Все книги
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