Business Marketing: Connecting Strategy, Relationships and Learning (McGraw-Hill/Irwin Series in Marketing)

3.25 avg rating
( 8 ratings by GoodReads )
 
9780072410631: Business Marketing: Connecting Strategy, Relationships and Learning (McGraw-Hill/Irwin Series in Marketing)

This text is targeted at the undergraduate Business Marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers.

"synopsis" may belong to another edition of this title.

From the Publisher:

Dwyer/Tanner include comprehensive coverage of how marketing fits in and contributes to every organization. This integrated coverage emphasizes to the student that marketing is part of everything the organization does. While the text is based in theory, it has practical applications and materials from all business disciplines integrated throughout so students can strengthen their abilities to practice business marketing and apply the learned theories to real-life situations.
Technology is emphasized throughout, via web sites for all chapter-opening profiles and Web exercises at the end of each chapter, showing the student how the web has become an important part of business marketing.
The text stresses an emphasis on growing business from current customers the only book that intentionally emphasizes current customers throughout the text but expecially in the Marketing Opportunities chapter and the Developing and Managing Products chapter, along with a Customer Retention center. Also included is the strongest Integrated Marketing Communications chapter available in any Business Marketing text. This IMC chapter helps the student to see how all parts of the firm come together to create and implement a successful marketing plan.
The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books.
Unique chapters: Weaving Marketing into the Fabric of the Firm; Integrating Marketing Communications; The One to One Media; and Customer Retention and Maximization; One to One Marketing chapter discusses electronic marketing and other forms of direct communication.
Other pedagogical features include: Each chapter opens with a company or industry profile that is then used as a running example throughout the chapter to show the student how concepts learned apply to real-life situations; Business 2 Business feature - two per chapter- this feature encourages students to incorporate what they are learning to how it is applied in B2B situations; From the Field feature - two per chapter with one globally focused, provide real life examples of business marketing to show business marketing concepts in practice.
Updated Caselets and full-length cases - these support the theory-base with practical applications Eleven of these cases are unique to this text and 5 international cases are included.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Dwyer, F. Robert; Tanner, John F; Tanner, John
Published by McGraw-Hill/Irwin (2001)
ISBN 10: 0072410639 ISBN 13: 9780072410631
New Hardcover Quantity Available: 1
Seller
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description McGraw-Hill/Irwin, 2001. Hardcover. Book Condition: New. book. Bookseller Inventory # 0072410639

More Information About This Seller | Ask Bookseller a Question

Buy New
36.56
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

F. Robert Dwyer, John F Tanner, John Tanner
Published by McGraw-Hill/Irwin (2001)
ISBN 10: 0072410639 ISBN 13: 9780072410631
New Hardcover Quantity Available: 1
Seller
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description McGraw-Hill/Irwin, 2001. Hardcover. Book Condition: New. 2nd. Bookseller Inventory # DADAX0072410639

More Information About This Seller | Ask Bookseller a Question

Buy New
45.20
Convert Currency

Add to Basket

Shipping: 3.20
Within U.S.A.
Destination, Rates & Speeds

3.

Dwyer, F. Robert
Published by McGraw-Hill/Irwin (2001)
ISBN 10: 0072410639 ISBN 13: 9780072410631
New Hardcover Quantity Available: 1
Seller
Booked Again
(Summit, NJ, U.S.A.)
Rating
[?]

Book Description McGraw-Hill/Irwin, 2001. Hardcover. Book Condition: New. New item. Bookseller Inventory # QX-003-93-0589000

More Information About This Seller | Ask Bookseller a Question

Buy New
53.66
Convert Currency

Add to Basket

Shipping: 8.02
Within U.S.A.
Destination, Rates & Speeds

4.

John F. Tanner and F. Robert Dwyer
ISBN 10: 0072410639 ISBN 13: 9780072410631
New Quantity Available: 1
Seller
Castle Rock
(Pittsford, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800724106311.0

More Information About This Seller | Ask Bookseller a Question

Buy New
87.81
Convert Currency

Add to Basket

Shipping: 3.20
Within U.S.A.
Destination, Rates & Speeds

5.

Tanner John F. Dwyer F. Robert
Published by The McGraw-Hill Company
ISBN 10: 0072410639 ISBN 13: 9780072410631
New Quantity Available: 1
Seller
Majestic Books
(London, ,, United Kingdom)
Rating
[?]

Book Description The McGraw-Hill Company. Book Condition: New. pp. xxix + 705 , Illus. (Some Col.). Bookseller Inventory # 46349582

More Information About This Seller | Ask Bookseller a Question

Buy New
136.71
Convert Currency

Add to Basket

Shipping: 5.50
From United Kingdom to U.S.A.
Destination, Rates & Speeds