Business marketing :connecting strategy, relationships, and learning. /
Dwyer, F. Robert
Business marketing :connecting strategy, relationships, and learning. / F. Robert Dwyer, John F. Tanner, Jr. - 3rd ed. - Boston, Mass. : McGraw-Hill, c2006. - xxix, 683 p. : ill., charts ; 26 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references (p. 652-660) and index.
Contents: Business markets and business marketing: Introduction to business marketing -- The Character of busines marketing -- The Purchasing function -- Organizational buyer behavior -- Foundations for creating value: Market opportunities: current and potential customers -- Marketing strategy -- Weaving marketing into the fabric of the firm -- Business marketing programming: Developing and managing products: what do customers want? -- Business marketing channels: partnerships for customer service -- Creating customer dialogue -- Communicating via advertising, trade shows and PR -- The Ono-to-one media -- Sales and sales management -- Pricing and negotiating for value -- Managing programs and customers: Evaluating marketing efforts -- Customer retention and maximization.
0072865784 (alk. paper)
2004058191
Marketing.
HF5415 / .D92 2006
658.8
Business marketing :connecting strategy, relationships, and learning. / F. Robert Dwyer, John F. Tanner, Jr. - 3rd ed. - Boston, Mass. : McGraw-Hill, c2006. - xxix, 683 p. : ill., charts ; 26 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references (p. 652-660) and index.
Contents: Business markets and business marketing: Introduction to business marketing -- The Character of busines marketing -- The Purchasing function -- Organizational buyer behavior -- Foundations for creating value: Market opportunities: current and potential customers -- Marketing strategy -- Weaving marketing into the fabric of the firm -- Business marketing programming: Developing and managing products: what do customers want? -- Business marketing channels: partnerships for customer service -- Creating customer dialogue -- Communicating via advertising, trade shows and PR -- The Ono-to-one media -- Sales and sales management -- Pricing and negotiating for value -- Managing programs and customers: Evaluating marketing efforts -- Customer retention and maximization.
0072865784 (alk. paper)
2004058191
Marketing.
HF5415 / .D92 2006
658.8