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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.
- Sales Rank: #21891 in Books
- Published on: 2010-07-30
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.30" w x 7.00" l, 1.84 pounds
- Binding: Paperback
- 552 pages
From the Back Cover
Written from a highly practical perspective, "Business to Business Marketing" aims to help students with limited marketing experience understand the concepts in business-to-business marketing.
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
fallen apart
By Paul Faryna
I just received my book and the condition it came in was terrible and I don't even think it will last me through the semester. I had about 25 pages that are't even attached to the book and have fallen off.
0 of 0 people found the following review helpful.
I personally didn't like the condition as it was torn in the back ...
By Andrew Hemmings
The book was a bit worn. I personally didn't like the condition as it was torn in the back cover when I received it. It's a good book nonetheless.
0 of 0 people found the following review helpful.
Book is what I needed for school
By wonest
This book is the worst:( I really don't like the writing in it, it is really hard to test off of. Love my global book though
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