Business Marketing: Connecting Strategy,relationships, And Learning, 2nd Edition
Dwyer, F. Robert; Tanner, John F.
Language: English
Published by McGraw-Hill College, Boston, MA, 2002
- Hardcover
- Used
Condition: Used - Very good
£ 26.74
Quantity: 1 available
Add to basketItem description from seller
Text has highlighting, The cover has shelf wear and bumped corners. Quantity Available: 1. ISBN: 0072410639. ISBN/EAN: 9780072410631. Pictures of this item not already displayed here available upon request. Inventory No: 1560746907.
Seller Inventory # 1560746907
- Title
- Business Marketing: Connecting Strategy,relationships, And Learning, 2nd Edition
- Author
- Dwyer, F. Robert; Tanner, John F.
- Publisher
- McGraw-Hill College, Boston, MA
- Publication year
- 2002
- Condition
- Very Good
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0072410639
- ISBN 13
- 9780072410631
- Edition
- 2nd Edition.
"Synopsis" may belong to another edition of this title.
From the Publisher
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 the title" may belong to another edition of this title.
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