This book analyzes the many functions, decisions, strategies, systems, environmental forces, and competitive activities involved in the marketing of goods and services to organizational customers, which include businesses, industries, institutions, and governments. Coverage is broken down into six logical sections. The first section, Business Market, includes the introductory chapter and a chapter describing the unique characteristics of the business products and their markets. The second section, Organizational Buyer Behavior, takes a closer look at buyer-seller partnership relationships, specifically by analyzing the business buyer, and the ramifications of how business markets could be segmented, given these buyer characteristics. The third section, Intelligence Analysis, Forecasting and Market Segmentation, investigates businesses competitive intelligence systems, marketing research, business cycles, sales forecasting, and market segmentation. The sections ends with a coverage of targeting concepts and the ever-important product positioning concepts, so vitally needed in business and industrial marketing management.
The next two sections are concerned with managerial activities. The fourth section, Business Marketing Managerial Activities, covers the many facets of marketing planning in the business market, along with an in-depth analysis of business product management. Part five, Business Marketing Management Strategies, covers the implementation and control of the plans made previously. This section includes indigenous material on control of the plans made previously. This section includes indigenous material on business marketing for the coverage of product strategies, pricing strategies, channel management strategies, physical distribution management strategies, and business marketing promotional strategies as they relate to personal selling, sales management, tradeshow, advertising,public relations, direct marketing, telemarketing, and sales promotion.Further coverage includes marketing control and evaluation, and business marketing competitive strategies, emphasizing many of the concepts of marketing warfare.
The sixth section, Business Services and International Business Marketing Management, is an analysis of these two very vital areas, prevalent in most advanced economies. Both of these areas have been alluded to throughout the book, but are given special treatment as separate chapters to provide the major emphasis both deserve in the study and practice of business marketing.
Product Details
Condition : USED : GOOD, Ex-library, With usual stamps and markings, In fair condition, suitable as a study copy
Paperback, Import
Format : Softcover
Publisher: Prentice-Hall International Editions
Language: English
ISBN-0-13-0921076
Used Price: MYR30.00
Courier Charge: MYR10.00 (Peninsular of Malaysia) MYR14.50 (Sabah/Sarawak)
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