Business marketing : connecting strategy, relationships, and learning F Robert Dwyer; John F Tanner
Material type:
TextPublication details: Boston, Mass. : McGraw-Hill/Irwin, 2009,Edition: 4th edDescription: xxv, 678 p.: illus., 25 cmISBN: - 0073529907
- 9780073529905
- 0071263438
- 9780071263436
- HF5415.1 263.D79
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Methodist University Library Tema Reference | HF5415.1 263.D79 (Browse shelf(Opens below)) | Available | 1294 |
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| HF5415 .K84 Principles of marketing / | HF5415 .M29474 Marketing / | HF5415 .M29474 Marketing / | HF5415.1 263.D79 Business marketing : | HF5415.1 3.P18 Principles of services marketing | HF5415.1 3.P18 Principles of services marketing | HF5415.1 3.P18 Principles of services marketing |
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
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