Business to Business Marketing - Softcover

Vitale, Robert; Pfoertsch, Waldemar; Giglierano, Joseph

Softcover

ISBN 10: 0136058280 ISBN 13: 9780136058281

Publisher: Pearson, 2010

Synopsis

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.

About this title

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.

About this edition

• Publisher: Pearson
• Publication date: 2010
• ISBN 10: 0136058280
• ISBN 13: 9780136058281
• Binding: Paperback
• Edition number: 1
• Number of pages: 552