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BUSINESS TO BUSINESS MARKETINGWRIGHTwydawnictwo: PEARSON, 2004, wydanie Icena netto: Business- to- Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised postgraduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence Table of Contents Chapter 1: The business marketing environment in the modern world Aims and objectives Part 1: What is the business market? Part 2: Characteristics of business markets Part 3: Market classification Chapter 2: Understanding environment influences affecting organisational behaviour and markets Aims and objectives Part 1: Macro-environmental factors influencing B2B organisational behaviour Part 1: Decision making in B2B organisations Part 2: Business-to-business segmentation Part 3: Segmentation methods in business-to-business markets Part 4: Market segmentation process Chapter 4: Managing business products/services for strategic advantage in business-to-business markets Aims and objectives Part 1: Organisations, products and services Part 2: Adding value to products Part 3: Branding Chapter 5: Managing business marketing channels Aims and objectives Part 1: Evaluating strategic channel alternatives Part 2: Managing the supply chain relationship Part 3: Management of logistics in B2B markets Chapter 6: Pricing strategies for business markets Aims and objectives Part 1: The meaning of price and marketing in business markets Part 2: Strategic factors determining price Part 3: Other aspects of price in B2B marketing Chapter 7: Business-to-business strategic communications Aims and objectives Part 1: Corporate and product business communications Part 2: Managing business-to-business marketing communications Part 3: The strategic role of personal selling in B2B markets Chapter 8: Formulating business-to-business marketing strategy Aims and objectives Part 1: The need for business marketing strategy Part 2: The B2B marketing planning process Chapter 9: Strategic business approaches to different and changing market conditions Aims and objectives Part 1: B2B strategic approaches to different markets Part 2: Business strategies in B2B international markets Part 3: Future of national and international B2B marketing Part 4: Use of technology in the growth and maintenance of businessstrength 522 pages
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