Business to Business Marketing: Analysis and Practice in a Dynamic Environment

Vitale, Robert; Giglierano, Joseph

ISBN 10: 0324072961 ISBN 13: 9780324072969

Publisher: Cengage Learning, 1980

Synopsis

Designed to prepare upper-level undergraduate and graduate business students for work in the exciting field of marketing, this text focuses on the basic principles of business marketing. Enlivened by interesting scenarios involving actual companies, people, and events within the business world, the examples serve to deepen student appreciation for business-to-business marketing while differentiating it from consumer marketing. A variety of real-world examples, based upon the authors' experience as business marketers in Silicon Valley, help to enrich the text.

About this title

Review

I think students will find the writing to be easy to comprehend, and I think that the material that is presented is interesting.

About the Author

Robert P. Vitale is a member of the faculty in the Department of Marketing at the College of Business, San Jose State University. He has been teaching marketing and marketing related courses at the undergraduate and graduate level at SJSU since 1989. An experienced marketing consultant with clients in the automotive, electronics, materials, and transportation industries, Mr. Vitale holds a BSEE from Northeastern University (Boston, MA), and an MBA from the University of Michigan (Ann Arbor, MI). Corporate experience includes engineering positions with Boston Edison and Ford Motor Company, marketing and marketing management positions with General Electric, and division management with Fiberchem. Mr. Vitale is a Mineta Transportation Institute Research Associate, a former Education Director of the Institute, a member of the Society of Plastics Engineers, Society of Automotive Engineers, and has served on a Transit Cooperative Research Panel at the Transportation Research Board of the National Research Council. As Education Director of the Transportation Institute, Mr. Vitale was instrumental in the establishment of the first College of Business distance learning graduate program. Mr. Vitale has been published in a variety of outlets in the transportation, marketing, and education fields. Joe Giglierano, Professor of Marketing, San Jose State University, has taught marketing courses at both the undergraduate and MBA levels at San Jose State since 1986. Lately, he has been teaching online marketing at both levels, as well as, high technology marketing and marketing management at the graduate level. He has also taught "value creation" (a combination of operations and marketing management) in the Master of Science in Accountancy program at SJSU. He has taught in SJSU's corporate MBA program at Advanced Micro Devices, Inc., Apple Computer, Inc., Hewlett-Packard Co., and National Semiconductor, Inc. He has consulted and kibitzed with numerous companies of all stripes, focusing mainly on startup technology companies. He sits on the board of directors of a small software company and serves on the board of advisors of the San Jose Software Business Cluster, a non-profit incubator for startup software companies. Joe's principal areas of research are in marketing and entrepreneurship, new product strategies, online marketing and electronic commerce. His research has appeared in the Journal of Marketing, Journal of Business Venturing, Industrial Marketing Management, and others. He is past chair of the Marketing and Entrepreneurship Interest Group. Joe received his Ph.D. in Business Administration from The Ohio State University in 1987. When he went out to San Jose, it took him about 20 minutes to adjust from the Midwest to a climate that has no seasons.

Edition details

• Publisher: Cengage Learning
• Publication date: 1980
• Language: English
• ISBN 10: 0324072961
• ISBN 13: 9780324072969
• Binding: Misc. Supplies
• Number of pages: 512