Business marketing : connecting strategy, relationships, and learning /
By: Dwyer, F. Robert
Title By: Tanner, John F
Material type:
BookSeries: McGraw-Hill/Irwin series in marketing. Publisher: Boston : McGraw-Hill, 2002.Edition: 2nd ed.Description: xxix, 705 p. : ill. (some col ; 27 cm.ISBN: 0071123326Subject(s): Marketing
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 DW BU (Browse shelf) | Available | T0025321 |
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| 658.8 DO VA Value-based marketing : marketing strategies for corporate growth and shareholder value | 658.8 DU MA Marketing management : a value creation process / | 658.8 DW BU Business marketing : connecting strategy, relationships, and learning / | 658.8 DW BU Business marketing : connecting strategy, relationships, and learning / | 658.8 DW BU Business marketing : | 658.8 DW BU Business marketing : | 658.8 DW BU Business 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.