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F Robert Dwyer;

Business marketing : connecting strategy, relationships, and learning F Robert Dwyer; John F Tanner - 4th ed. - Boston, Mass. : McGraw-Hill/Irwin, 2009, - xxv, 678 p.: illus., 25 cm.

Includes Index

Part I: Business Markets and Business Marketing
Chapter 1: Introduction to Business Marketing
Chapter 2: The Character of Business Marketing
Chapter 3: The Purchasing Function
Chapter 4: Organizational Buyer Behavior

Part II: Foundations for Creating Value
Chapter 5: Market Opportunities
Chapter 6: Marketing Strategy
Chapter 7: Weaving Marketing into the Fabric of the Firm

Part III: Business Marketing Programming
Chapter 8: Developing and Managing Offerings
Chapter 9: Business Marketing Channels
Chapter 10: Creating Customer Dialogue
Chapter 11: Communicating via Advertising, trade Shows, and PR
Chapter 12: The One-To-One Media
Chapter 13: Sales and Sales Management
Chapter 14: Pricing & Negotiating for Value

Part IV: Managing Programs and Customers
Chapter 15: Evaluating Marketing Efforts
Chapter 16: Customer Retention and Maximization Cases


ISBN: 0073529907 9780073529905 0071263438 9780071263436

Subjects--Topical Terms:
Marketing.--Business

LC Class. No.: HF5415.1 / 263.D79