Business marketing : connecting strategy, relationships, and learning / F. Robert Dwyer, John F. Tanner, Jr.
Material type:
TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill, c2002.Edition: 2nd edDescription: xxix, 705 p. : ill. (some col.) ; 27 cmISBN: - 0072410639
- 9780072410631
- HF5415 .D92
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| HF5415 .D92 Business marketing : | HF5415 .D92 Business marketing : | HF5415 .D92 Business marketing : | HF5415 .D92 Business marketing : | HF5415 .D92 Business marketing : | HF5415 .D92 Business marketing : | HF5415 .E48 Marketing |
Includes bibliographical references and index
Ch. 1. Introduction to Business Marketing --
Ch. 2. The Character of Business Marketing --
Ch. 3. The Purchasing Function --
Ch. 4. Organizational Buyer Behavior --
Ch. 5. Market Opportunities: Current and Potential Customers --
Ch. 6. Marketing Strategy --
Ch. 7. Weaving Marketing into the Fabric of the Firm --
Ch. 8. Developing and Managing Products: What Do Customers Want? --
Ch. 9. Business Marketing Channels: Partnerships for Customer Service --
Ch. 10. Integrating Marketing Communications --
Ch. 11. Communicating with the Market: Advertising, Public Relations, and Trade Shows --
Ch. 12. IMC: The One-to-One Media --
Ch. 13. Sales and Sales Management --
Ch. 14. Pricing and Negotiating for Value --
Ch. 15. Evaluating Marketing Efforts --
Ch. 16. Customer Retention and Maximization.
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