A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace.
Written from a highly practical perspective, Pfoertsch aims to help students with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that students need to know.
Table of Contents
Chapter 2: Business-to-Business Environment: Customers, Organizations, and Markets
Chapter 3: Organizational Buying and Buyer Behavior
Chapter 4: The Legal and Regulatory Environment
Chapter 5: Concepts and Context Of Business Strategy
Chapter 6: Market Research and Competitive Analysis
Chapter 7: Segmenting, Targeting, and Positioning
Chapter 8: Developing the Product, Service, and Value of The Offering
Chapter 9: Innovation and Competitiveness
Chapter 10: Pricing in Business-to-Business Marketing
Chapter 11: Business Development and Planning
Chapter 12: Business-to-Business Selling Developing and Managing the Customer Relationship
Chapter 13: Business-to-Business Branding Creating and Fostering the Brand
Chapter 14: Channel Relationships and Supply Chains
Chapter 15: Communicating with the Market
Chapter 16: Business Ethics and Crisis Management Case Studies
Purchase Info ?
With CourseSmart eTextbooks and eResources, you save up to 60% off the price of new print textbooks, and can switch between studying online or offline to suit your needs.
Once you have purchased your eTextbooks and added them to your CourseSmart bookshelf, you can access them anytime, anywhere.
Business to Business Marketing, CourseSmart eTextbook
Format: Safari Book
$58.99 | ISBN-13: 978-0-13-607256-0