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§ Not for Sale in United States may be printed on the Front Cover of the book or at the Back of the book. PAPERBACK EDITION, PRINTED INSOUTH ASIA. DIFFERENT ISBN NUMBER AND COVER PAGE THAN US EDITION.
A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace. Written from a highly practical perspective, Business to Business Marketingaims 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.
Written from a highly practical perspective, Business to Business Marketingaims 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.
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Joseph Giglierano, Robert Vitale, Waldemar Pfoertsch