Dwyer, F. Robert.
Business marketing : connecting strategy, relationships, and learning / F. Robert Dwyer, John F. Tanner, Jr. - 2nd ed. - Boston : McGraw-Hill, 2002. - xxix, 705 p. : ill. (some col ; 27 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references and index.
Ch. 1. Introduction to Business Marketing -- Ch. 2. The Character of Business Marketing -- Ch. 3. The Purchasing Function -- Ch. 4. Organizational Buyer Behavior -- Ch. 5. Market Opportunities: Current and Potential Customers -- Ch. 6. Marketing Strategy -- Ch. 7. Weaving Marketing into the Fabric of the Firm -- Ch. 8. Developing and Managing Products: What Do Customers Want? -- Ch. 9. Business Marketing Channels: Partnerships for Customer Service -- Ch. 10. Integrating Marketing Communications -- Ch. 11. Communicating with the Market: Advertising, Public Relations, and Trade Shows -- Ch. 12. IMC: The One-to-One Media -- Ch. 13. Sales and Sales Management -- Ch. 14. Pricing and Negotiating for Value -- Ch. 15. Evaluating Marketing Efforts -- Ch. 16. Customer Retention and Maximization.
0071123326 $71.59
Marketing.
Business marketing : connecting strategy, relationships, and learning / F. Robert Dwyer, John F. Tanner, Jr. - 2nd ed. - Boston : McGraw-Hill, 2002. - xxix, 705 p. : ill. (some col ; 27 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references and index.
Ch. 1. Introduction to Business Marketing -- Ch. 2. The Character of Business Marketing -- Ch. 3. The Purchasing Function -- Ch. 4. Organizational Buyer Behavior -- Ch. 5. Market Opportunities: Current and Potential Customers -- Ch. 6. Marketing Strategy -- Ch. 7. Weaving Marketing into the Fabric of the Firm -- Ch. 8. Developing and Managing Products: What Do Customers Want? -- Ch. 9. Business Marketing Channels: Partnerships for Customer Service -- Ch. 10. Integrating Marketing Communications -- Ch. 11. Communicating with the Market: Advertising, Public Relations, and Trade Shows -- Ch. 12. IMC: The One-to-One Media -- Ch. 13. Sales and Sales Management -- Ch. 14. Pricing and Negotiating for Value -- Ch. 15. Evaluating Marketing Efforts -- Ch. 16. Customer Retention and Maximization.
0071123326 $71.59
Marketing.