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Business-to-Business Marketing : A Strategic Approach - Michael H. Morris

Business-to-Business Marketing

A Strategic Approach

Hardcover

Published: 1st May 2001
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Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of business to business marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles; new processes for selling, distribution, and customer service; an increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships.

The Unique Nature of Industrial Marketing
Exploring the Customer's Purchasing Operation
How Organizations Make Buying Decisions
Building Customer Relationships
Segmentation and Targeting of Business Markets
Industrial Marketing Research and Intelligence
Strategy and the Industrial Marketer
Innovation, Entrepreneurship and the Business Marketer
Marketing Industrial Products and Services
A Creative Perspective on Industrial Pricing
Communications with Business Customers
Engineering the Promotional Mix
The Changing Role of the Sales Force
Distribution and the Value-Added Chain
The Need for Accountability
Control and the Industrial Marketer
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780803959644
ISBN-10: 0803959648
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 560
Published: 1st May 2001
Country of Publication: US
Dimensions (cm): 25.04 x 19.3  x 3.53
Weight (kg): 1.13
Edition Number: 3
Edition Type: Revised