Dwyer, F. Robert creator Tanner, John F. text bibliography mau Boston, Mass McGraw-Hill c2006 2006 3rd ed. monographic eng

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xxix, 683 p. : ill., charts ; 26 cm. 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. F. Robert Dwyer, John F. Tanner, Jr. Includes bibliographical references (p. 652-660) and index. Marketing HF5415 .D92 2006 658.8 0072865784 (alk. paper) 2004058191 http://www.loc.gov/catdir/enhancements/fy0618/2004058191-d.html http://www.loc.gov/catdir/enhancements/fy0618/2004058191-t.html http://www.loc.gov/catdir/enhancements/fy0618/2004058191-d.html http://www.loc.gov/catdir/enhancements/fy0618/2004058191-t.html DLC 040823 20210414113937.0 13695252