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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.
Chapter 1: Introduction to Business-to-Business MarketingChapter 2: Business-to-Business Environment: Customers, Organizations, and MarketsChapter 3: Organizational Buying and Buyer BehaviorChapter 4: The Legal and Regulatory EnvironmentChapter 5: Concepts and Context Of Business StrategyChapter 6: Market Research and Competitive Analysis Chapter 7: Segmenting, Targeting, and PositioningChapter 8: Developing the Product, Service, and Value of The OfferingChapter 9: Innovation and CompetitivenessChapter 10: Pricing in Business-to-Business MarketingChapter 11: Business Development and PlanningChapter 12: Business-to-Business Selling Developing and Managing the Customer RelationshipChapter 13: Business-to-Business Branding Creating and Fostering the BrandChapter 14: Channel Relationships and Supply ChainsChapter 15: Communicating with the MarketChapter 16: Business Ethics and Crisis Management Case Studies
Number Of Pages:
- ID: 9780136058281
- Saver Delivery: Yes
- 1st Class Delivery: Yes
- Courier Delivery: Yes
- Store Delivery: Yes
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