Business marketing management in a Business-to-Business context
eBook - PDF

Business marketing management in a Business-to-Business context

  1. 296 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Business marketing management in a Business-to-Business context

Book details
Table of contents
Citations

About This Book

Marketers seeking to serve the needs of organizations rather than households face specific challenges and opportunities. Business-to-business customers represent a lucrative and complex market that deserves a separate analysis. This corporate marketing volume provides an ideal platform to deepen readers' understanding of the competitive realities of global markets, customer relationship management and cross-sectional decision-making processes, supply chain management, e-commerce, and related fields. These core content areas resonate with business stakeholders and directly address important educational priorities. Second, the volume provides a perfect tool for examining the unique characteristics of the high-tech market and identifying the unique challenges facing marketing strategies in this field. E-commerce is also entirely within the category of commercial markets. In fact, the opportunity for e-commerce in the business-to-business market is estimated to be many times larger than the opportunity that exists in the business-to-consumer market. This volume highlights the similarities between consumer goods and business-to-business marketing, and details where to start. Special attention is given to market analysis, an organization's purchasing behavior, customer relationship management, supply chain management, and the subsequent adjustment of elements of marketing strategies used to reach an organization's customers.

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Yes, you can access Business marketing management in a Business-to-Business context by D.P. Warne in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Society Publishing
Year
2023
ISBN
9781774695708
Topic
Business
Subtopic
Advertising
Index
Business

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. ABOUT THE AUTHOR
  5. TABLE OF CONTENTS
  6. List of Figures
  7. List of Abbreviations
  8. Abstract
  9. Preface
  10. Chapter 1 Managing the Marketing Process and Marketing Planning
  11. Chapter 2 Marketing Information Systems and Marketing Research
  12. Chapter 3 Developing Testing and Launching New Products and Services
  13. Chapter 4 Managing Products through Their Product Life Cycle
  14. Chapter 5 Designing Pricing Strategies and Programs
  15. Chapter 6 Managing Retailing and Wholesaling
  16. Chapter 7 Designing Communication and Promotion-Mix Strategies
  17. Chapter 8 Implementing Marketing Programs
  18. Chapter 9 Controlling Market Activities
  19. Chapter 10 Multidimensional Scaling
  20. Bibliography
  21. Index
  22. Back Cover