Résumé
Three objectives guided the development of this edition
:
- To highlight the similarities between consumer goods and business-to-business marketing and to explore the points of departure in depth. Particular attention is given to market analysis, organizational buying behavior, relationship management, and the ensuing adjustements required in the marketing strategy elements used to reach organizational customers.
- To present a managerial rather than a descriptive treatment of business marketing. Whereas some descriptive material is required to convey the dynamic nature of the business marketing environment, the relevance of the material is linked to business marketing management decision making.
- To integrate the growing body of literature into an
operational treatment of business marketing management. In
this text, relevant work is drawn from organizational
buying behavior, procurement, organizational behavior,
logistics, strategic management, and the behavioral
sciences, as well as from specialized studies of business
marketing strategy components.
Contents
- A business marketing perspective
- The business market : Perspectives on the
organizational buyer
- Organizational buying behavior
- Relationship strategies for business markets
- E-commerce strategies for business markets
- Supply chain management
- Segmenting the business market
- Organizational demand market
- Businesss Planning : Strategic Perspectives
- Business Marketing Strategies for global markets
- Managing products for business markets
- Managing innovation and new industrial product
development
- Managing business marketing channels
- Pricing strategy for business markets
- Business marketing communications : Advertising and
sales promotion
- Business marketing communications : Managing the
personnal selling function
- controlling business marketing strategies
- Cases
- Index
- A business marketing perspective
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Harcourt |
Auteur(s) | Erling Anderson |
Parution | 01/08/2000 |
Édition | 7eme édition |
Nb. de pages | 716 |
Format | 21 x 26 |
Couverture | Relié |
Poids | 1503g |
Intérieur | Noir et Blanc |
EAN13 | 9780030291791 |
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