Business marketing management in a business-to-business context /
Warne, D.P.
Business marketing management in a business-to-business context / by D.P. Warne - Burlington, Canada : Society Publishing : 2023 - 1 online resource (299, pages) : color illustrations.
https://portal.igpublish.com/iglibrary/ is required to read this e-book.
Includes index
1. Managing the marketing process and marketing planning -- 2. Marketing information systems and marketing research -- 3. Developing testing and launching new products and services -- 4. Managing products through their product life cycle -- 5. Designing pricing strategies and programs -- 6. Managing retailing and wholesaling -- 7. Designing communication and promotion-mix strategies -- 8. Implementing marketing programs -- 9. Controlling market activities --
10. Multidimensional scaling
Marketers seeking to serve the needs of organizations rather than households face specific challenges and opportunities. Business-to-business customers represent a lucrative and complex market that deserves a separate analysis. This corporate marketing volume provides an ideal platform to deepen readers' understanding of the competitive realities of global markets, customer relationship management and cross-sectional decision-making processes, supply chain management, e-commerce, and related fields. These core content areas resonate with business stakeholders and directly address important educational priorities. Second, the volume provides a perfect tool for examining the unique characteristics of the high-tech market and identifying the unique challenges facing marketing strategies in this field. E-commerce is also entirely within the category of commercial markets. In fact, the opportunity for e-commerce in the business-to-business market is estimated to be many times larger than the opportunity that exists in the business-to-consumer market. This volume highlights the similarities between consumer goods and business-to-business marketing, and details where to start. Special attention is given to market analysis, an organization's purchasing behavior, customer relationship management, supply chain management, and the subsequent adjustment of elements of marketing strategies used to reach an organization's customers.
9781774695708 (e-book)
Commerce
Business
Marketing distribution of products
HF5415 / W24 2023
Business marketing management in a business-to-business context / by D.P. Warne - Burlington, Canada : Society Publishing : 2023 - 1 online resource (299, pages) : color illustrations.
https://portal.igpublish.com/iglibrary/ is required to read this e-book.
Includes index
1. Managing the marketing process and marketing planning -- 2. Marketing information systems and marketing research -- 3. Developing testing and launching new products and services -- 4. Managing products through their product life cycle -- 5. Designing pricing strategies and programs -- 6. Managing retailing and wholesaling -- 7. Designing communication and promotion-mix strategies -- 8. Implementing marketing programs -- 9. Controlling market activities --
10. Multidimensional scaling
Marketers seeking to serve the needs of organizations rather than households face specific challenges and opportunities. Business-to-business customers represent a lucrative and complex market that deserves a separate analysis. This corporate marketing volume provides an ideal platform to deepen readers' understanding of the competitive realities of global markets, customer relationship management and cross-sectional decision-making processes, supply chain management, e-commerce, and related fields. These core content areas resonate with business stakeholders and directly address important educational priorities. Second, the volume provides a perfect tool for examining the unique characteristics of the high-tech market and identifying the unique challenges facing marketing strategies in this field. E-commerce is also entirely within the category of commercial markets. In fact, the opportunity for e-commerce in the business-to-business market is estimated to be many times larger than the opportunity that exists in the business-to-consumer market. This volume highlights the similarities between consumer goods and business-to-business marketing, and details where to start. Special attention is given to market analysis, an organization's purchasing behavior, customer relationship management, supply chain management, and the subsequent adjustment of elements of marketing strategies used to reach an organization's customers.
9781774695708 (e-book)
Commerce
Business
Marketing distribution of products
HF5415 / W24 2023