Business to business marketing (1st ed )


Language: Anglais
Cover of the book Business to business marketing (1st ed )

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450 p. · 17.8x23.5 cm · Hardback
Chapter 1: Introduction to Business-to-Business Marketing
Chapter 2: Business-to-Business Environment: Customers, Organizations, and Markets
Chapter 3: Organizational Buying and Buyer Behavior
Chapter 4: The Legal and Regulatory Environment
Chapter 5: Concepts and Context Of Business Strategy
Chapter 6: Market Research and Competitive Analysis
Chapter 7: Segmenting, Targeting, and Positioning
Chapter 8: Developing the Product, Service, and Value of The Offering
Chapter 9: Innovation and Competitiveness
Chapter 10: Pricing in Business-to-Business Marketing
Chapter 11: Business Development and Planning
Chapter 12: Business-to-Business Selling Developing and Managing the Customer Relationship
Chapter 13: Business-to-Business Branding Creating and Fostering the Brand
Chapter 14: Channel Relationships and Supply Chains
Chapter 15: Communicating with the Market
Chapter 16: Business Ethics and Crisis Management Case Studies