Business marketing management in a business-to-business context / by D.P. Warne

By:

Warne, D.P [author]

Material type:

Computer fileLanguage: English Publication details: Burlington, Canada : Society Publishing : 2023Description: 1 online resource (299, pages) : color illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781774695708 (e-book)

Subject(s):

LOC classification:

HF5415 W24 2023

Online resources:

Contents:

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

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Materials specified	Status	Notes	Date due	Barcode
Online E-Books	Ladislao N. Diwa Memorial Library Multimedia Section	Non-fiction	OEBP HF5415 W24 2023 (Browse shelf(Opens below))		Available	PAV		OEBP000433
Compact Discs	Ladislao N. Diwa Memorial Library Multimedia Section	Non-fiction	EB HF5415 W24 2023 (Browse shelf(Opens below))		Room use only	PAV		CD0001362

https://portal.igpublish.com/iglibrary/ is required to read this e-book.

Includes index

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.

Fund 164 CE-Logic Purchased February 19, 2024 OEBP000433
P. Roderno PHP 19,266.00
2024-02-0124 2024-1-113

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