For undergraduate and graduate courses in Industrial or Business to Business Marketing.
Focusing on proven tactics, this introduction to business marketing explores the full spectrum of theory and applications in a clear, accessible style. Part I outlines the dimensions of the business market — customers, products/services, and global aspects; Part II deals with the buying process in this market and the important buyer-seller relationships; Part III considers strategy formation, including market research, demand analysis and forecasting, market segmentation, product positioning, and strategic planning; Parts IV-VII deal with strategies for product and services, channel, communication, and pricing; and Part VIII covers competitive strategies, strategic control, and international marketing.
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Book Description Prentice Hall, 1997. Hardcover. Book Condition: New. 3. Bookseller Inventory # DADAX0137573782
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801375737831.0
Book Description Prentice Hall, 1997. Hardcover. Book Condition: New. book. Bookseller Inventory # 0137573782