| Description |
1 online resource (353 p.) |
| Contents |
Intro -- Contents -- Preface -- Part 1: The Environment of Business Marketing -- 1 A Business Marketing Perspective -- Part 2: Managing Relationships in Business Marketing -- 2 Organizational Buying Behavior -- 3 Customer Relationship Management Strategies for Business Markets -- Part 3:Assessing Market Opportunities -- 4 Segmenting the Business Market and Estimating Segment Demand -- Part 4: Formulating Business Marketing Strategy -- 5 Business Marketing Planning: Strategic Perspectives -- 6 Business Marketing Strategies for Global Markets -- 7 Managing Products for Business Markets |
|
8 Managing Innovation and New Industrial Product Development -- 9 Managing Services for Business Markets -- 10 Managing Business Marketing Channels -- 11 Supply Chain Management -- 12 Pricing Strategies for Business Markets -- 13 Business Marketing Communications: Advertising and Sales Promotion -- 14 Business Marketing Communications: Managing the Personal Selling Function -- Part 5: Evaluating Business Marketing Strategy and Performance -- 15 Marketing Performance Measurement -- Index |
| Notes |
Description based upon print version of record |
| Reading List |
MMK368 recommended text 2024
|
| Form |
Electronic book
|
| Author |
Speh, Thomas
|
| ISBN |
9780170288958 |
|
0170288951 |
|
