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Business marketing : connecting strategy, relationships, and learning / F. Robert Dwyer, John Tanner.

By: Contributor(s): Material type: TextSeries: The Irwin/McGraw-Hill series in marketingPublication details: Boston : Irwin/McGraw-Hill, 1999.Description: xxix, 670 p. : ill. (some col.) ; 27 cmISBN:
  • 0256221332 (alk. paper)
ISSN:
  • 9780256221336
Subject(s): LOC classification:
  • HF5415 .D92
Contents:
Introduction to business marketing; the character of business marketing; purchasing and materials management; organizational buyer behaviour; market opportunities - current and potential customers; marketing strategy; weaving marketing into the fabric of the firm; developing and managing products - what do customers want?; business marketing channels - partnerships for customer service; intregrating marketing communications; communicating with the market - advertising, public relations and trade shows; IMC -the one-to-one media; sales and sales management; pricing and negotiating for value; evaluating marketing efforts; customer retention and maximization; the future of business marketing -globalization, technology and career trends.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415 .D92 (Browse shelf(Opens below)) Available 12345
Books Methodist University Library Main General Stacks Reference HF5415 .D92 (Browse shelf(Opens below)) Available 12346
Books Methodist University Library Main General Stacks HF5415 .D92 (Browse shelf(Opens below)) Available 12348

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Includes bibliographical references and index

Introduction to business marketing; the character of business marketing; purchasing and materials management; organizational buyer behaviour; market opportunities - current and potential customers; marketing strategy; weaving marketing into the fabric of the firm; developing and managing products - what do customers want?; business marketing channels - partnerships for customer service; intregrating marketing communications; communicating with the market - advertising, public relations and trade shows; IMC -the one-to-one media; sales and sales management; pricing and negotiating for value; evaluating marketing efforts; customer retention and maximization; the future of business marketing -globalization, technology and career trends.

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