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Viser: Business Marketing Management - B2B, EMEA Adaptation
Business Marketing Management
B2B, EMEA Adaptation
Thomas Speh og Michael Hutt
(2013)
Sprog: Engelsk
Cengage Learning
849,00 kr.
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Detaljer om varen
- Paperback: 480 sider
- Udgiver: Cengage Learning (December 2013)
- Forfattere: Thomas Speh og Michael Hutt
- ISBN: 9781408093719
Reflecting the latest trends and issues, the new Europe, Middle East & Africa Edition of Business Marketing Management: B2B delivers comprehensive, cutting-edge coverage that equips students with a solid understanding of today's dynamic B2B market. The similarities and differences between consumer and business markets are clearly highlighted and there is an additional emphasis on automated B2B practices and the impact of the Internet.
Features
Features
- Each chapter provides an overview, highlights key concepts and a clear summary to help students make the most of their study time.
- Expansive coverage of the impact of relationship marketing and the financial implications of relationship marketing programmes.
- Practical, real-world examples provide up to date coverage of all the standard industrial marketing topics.
- Examples and cases replaced throughout, to provide a clear focus on real-life companies from Europe, the Middle East and Africa.
- Updated end of chapter practice questions and exercises.
- Engaging new internet exercises give students a chance to explore how B2B marketing works in practice.
- All-new Chapter 6 focuses on organizational demand analysis.
- Expanded treatment is given to customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies.
- The text''s managerial--rather than a descriptive--treatment of business marketing ties text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face
- Specific steps are outlined for building and managing a profitable B2B brand.
- Specific metrics are presented for measuring the impact of marketing strategy decisions on a firm’s performance.
1. A business marketing perspective
2. Organisational buying behaviour
3. Customer relationship management strategies for business markets
4. Segmenting the business market and estimating segment demand.
5. Business marketing planning: Strategic perspectives
6. Business marketing strategies to global markets
7. Managing services for business markets
8. Managing innovation for business markets
9. Managing innovation and new industrial product development
10. Managing business marketing channels
11. Supply chain management
12. Pricing strategies for business markets
13. Business marketing communications
14. Marketing performance measurement
2. Organisational buying behaviour
3. Customer relationship management strategies for business markets
4. Segmenting the business market and estimating segment demand.
5. Business marketing planning: Strategic perspectives
6. Business marketing strategies to global markets
7. Managing services for business markets
8. Managing innovation for business markets
9. Managing innovation and new industrial product development
10. Managing business marketing channels
11. Supply chain management
12. Pricing strategies for business markets
13. Business marketing communications
14. Marketing performance measurement
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Tlf 77 42 43 44 - email poly@polyteknisk.dk - CVR 34072655 - Sydbank Reg: 6748 Konto 0001107927