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Business Marketing Face to Face [Kietas viršelis]

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(B2B Brand Consultant),
  • Formatas: Hardback, 344 pages, aukštis x plotis: 246x189 mm, 39 Figures
  • Išleidimo metai: 01-Oct-2011
  • Leidėjas: Goodfellow Publishers Limited
  • ISBN-10: 1906884544
  • ISBN-13: 9781906884543
Kitos knygos pagal šią temą:
Business Marketing Face to FaceDidesnis paveikslėlis
  • Formatas: Hardback, 344 pages, aukštis x plotis: 246x189 mm, 39 Figures
  • Išleidimo metai: 01-Oct-2011
  • Leidėjas: Goodfellow Publishers Limited
  • ISBN-10: 1906884544
  • ISBN-13: 9781906884543
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781906884543.html
Raktažodžiai:
Business Marketing is an academic textbook written from a marketing management perspective. It is about the marketing methods, issues and principles associated with the relationships and interactions between organisations.

Recenzijos

Beware! Your view of B2B marketing will be quite different after reading this book. Chris & Scot provoke your thinking and stimulate questions in this important area of marketing. Peter Williams CEng, Chartered Marketer, Senior Lecturer, Leeds Business School Beware! Your view of B2B marketing will be quite different after reading this book. Chris & Scot provoke your thinking and stimulate questions in this important area of marketing. -- Peter Williams CEng, Chartered Marketer, Senior Lecturer, Leeds Business School

Acknowledgements x
1 An Introduction to Business Marketing
1(30)
A Slice of Life - Bare Essentials
2(4)
The Characteristics of Business Markets
6(3)
Types of Organisational Customers
9(7)
Types of Business Goods and Services
16(2)
The Characteristics of B2B Marketing
18(1)
B2B Marketing Mix
18(3)
Introducing Perceived Value
21(4)
The Importance of B2B Relationships
25(6)
2 Business Products and Services
31(29)
A Slice of Life - The Battle between Products and Services
32(2)
Product Characteristics
34(2)
Business Product Strategy
36(2)
Business services
38(3)
Service Processes
41(2)
The Product-Service Spectrum
43(1)
Product Life Cycle
44(2)
Technological Applications and the PLC
46(1)
Strategic Implications Arising from the PLC
47(1)
New Product Development (NPD)
47(5)
New Service Development
52(1)
Stages of Product/Service Innovation Development
53(1)
The Technology Adoption Life Cycle
54(6)
3 Organisational Buying Behaviour
60(28)
A Slice of Life - Consulting with Consultancies
61(3)
Comparing Organisational and Consumer Buyer Behaviour
64(2)
Decision Making Units - Characteristics
66(2)
The Decision Making Process
68(7)
Influences Shaping Organisational Buying Behaviour
75(5)
Uncertainty, Risk and Relationships in OBB
80(3)
eProcurement
83(5)
4 Relationship Marketing
88(29)
A Slice of Life-The Devil You Know
89(4)
Business Relationships - Background
93(5)
Relationship Marketing - Theoretical Foundations
98(3)
The Customer Relationship Life Cycle
101(3)
Differing Types of Relationships
104(2)
Partnerships and Alliances
106(2)
Trust, Commitment and Customer Satisfaction
108(9)
5 Strategy: Segmentation, Positioning and Pricing
117(32)
A Slice of Life - A Little Ray of Sunshine
118(2)
Segmentation
120(5)
Bases for Segmenting Business Markets
125(5)
Target Market Selection
130(3)
Barriers to Segmentation
133(2)
Positioning
135(4)
Pricing
139(4)
Leasing
143(6)
6 Marketing Channels
149(29)
A Slice of Life - User Journeys
150(4)
Function and Purpose of Marketing Channels
154(5)
Service Outputs
159(1)
Channel Flows
160(2)
Types of Distribution Channel
162(5)
Channel Roles and Membership
167(11)
7 Supply Chains, Channel Structures and Networks
178(30)
A Slice of Life - The Chain of Events
179(3)
Supply Chains
182(1)
Key elements in Supply Chain Management
183(5)
Principles of Supply Chain Management
188(2)
Marketing Channel Design
190(1)
Channel Configuration
191(2)
Channel Structure
193(1)
A Spectrum of Influence in Channel Structures
193(5)
Networks
198(4)
Electronic Channels
202(6)
8 Managing B2B Relationships
208(30)
A Slice of Life - Believing in the Relationship
209(2)
The Concept of Power
211(4)
Channel Conflict
215(1)
The Nature of Conflict
216(2)
Reasons for Conflict
218(3)
Managing Interorganisational Conflict
221(5)
Building Relationships
226(2)
The Impact of Technology on Business Relationships
228(1)
eCommerce and Conflict
229(2)
Customer Relationship Management Systems
231(7)
9 Principles of Business Marketing Communications
238(34)
A Slice of Life - Evolution or Revolution?
239(3)
Defining Marketing Communications
242(1)
The Role of Marketing Communications
243(3)
The Tasks of Marketing Communication
246(2)
Strategy and Planning MCs
248(3)
Is it about Campaigns or Activities?
251(1)
B2B Branding
252(4)
Integrated Marketing Communications
256(5)
Channel-based Marketing Communications
261(4)
Relationship Marketing and Communications
265(7)
10 The Business Marketing Communications Mix
272(30)
A Slice of Life - The Importance of Pants
273(3)
Advertising and B2B communications
276(1)
Trade Promotions and B2B communications
277(2)
Public Relations and B2B communications
279(2)
Direct Marketing and B2B Communications
281(2)
Personal Selling and B2B Communications
283(2)
Business-to-Business Media
285(2)
Digital Media and B2B Marketing Communications
287(6)
Content or Messages
293(3)
User-Generated Content
296(1)
Demand Generation
297(5)
11 Personal Selling and Key Account Management
302(27)
A Slice of Life - The Origin of Business
303(3)
The Role and Tasks of Personal Selling
306(2)
Characteristics of Personal Selling
308(1)
Personal Selling and the Communication Mix
309(4)
Personal Selling and Managing Relationships
313(2)
Multichannel Selling
315(4)
Key Account Management
319(10)
Index 329