Business marketing : connecting strategy, relationships, and learning /
By: Dwyer, F. Robert
Title By: Tanner, John F
Material type:![](/opac-tmpl/lib/famfamfam/BK.png)
Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 658.8 DW BU (Browse shelf) | Available | T0025321 |
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.