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Business-to-business marketing : strategies and implementation için kapak resmi
Başlık:
Business-to-business marketing : strategies and implementation
Yazar:
Michel, Daniel. author
ISBN:
9780333921944

9780333921951
Yazar Ek Girişi:
Fiziksel Tanımlama:
xviii, 469 pages : illustration. ; 26 cm.
Genel Not:
This book is an adaptation of a successful French text.
İçerik:
Competitiveness, Marketing and Business-to-Business Marketing.- Business-to-Business Markets and Customers.- Understanding Industrial Purchasing.- Markets and Supplier Strategy.- Segmentation and Marketing Strategy.- Information and Information Systems.- Offer design and Management.- Market Access and Customer Management.- Advertising and Publicity.- The Marketing of Innovative Technologies.- Services Marketing.- Project Marketing.- The Role and Organisation of Marketing.- Customer Position, Market Position, Marketing Strategies and Planning.
Özet:
This book is an adaptation of a successful French text, which is now into its second edition. The text is designed specifically for those students taking a Business-to-Business Marketing or Industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate. A major strength of this text is the European perspective it offers. It is an academically rigorous text with strong practical application, which have been tried in a variety of business settings. The text stresses the diversity that is found in the Business-to-Business environment and provides useable frameworks for dealing with this diversity. The book provides a theorectically sound and managerially useful approach to managing in Business-to-Business markets.
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Library
Materyal Türü
Demirbaş
Yer Numarası
Durumu / Lokasyon / İade Tarihi
Arıyor...
Kitap EKOBKN0006228 658.804 MIC 2003
Arıyor...

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