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- ISBN: 9780136058281 | 0136058280
- Cover: Paperback
- Copyright: 7/20/2010
Written from a highly practical perspective, Business to Business Marketingaims to help students with limited marketing experience understand the concepts in business-to-business marketing. Introduction to Business to Business Marketing; Business to Business Environment; Customers, Organizations, and Markets; Organizational Buying and Buyer Behavior; The Legal and Regulatory Environment; Concepts and Context of Business Strategy; Market Research and Competitive Analysis; Segmenting, Targeting, and Positioning; Developing the Product, Service, and Value of The Offering; Innovation and Competitiveness; Pricing in Business to Business Marketing; Business Development and Planning; Business to Business Selling Developing and Managing the Customer Relationship; Business to Business Branding Creating and Fostering the Brand; Channel Relationships and Supply Chains; Communicating with the Market; Business Ethics and Crisis Management Case Studies For those interested in understanding business-to-business marketing.