Business-to-Business Marketing

A Strategic Approach

Inbunden, Engelska, 2001

AvMichael H. Morris,Leyland Pitt,Earl Dwight Honeycutt,Leyland F. Pitt,Earl Dwight Jr. Honeycutt

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Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles;, new processes for selling, distribution, and customer service; increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships. Separate chapters are devoted to buying decisions, market research and analysis, and purchasing practices, including treatment of the latest technological developments in just-in-time systems, Web-based procurement, and enterprise resource planning and manufacturing systems. Each chapter includes illustrations of real world marketing issues, key concepts, learning objectives, and discussion questions.

Produktinformation

Utgivningsdatum2001-05-30
Mått177 x 254 x 35 mm
Vikt1 130 g
FormatInbunden
SpråkEngelska
Antal sidor560
Upplaga3
FörlagSAGE Publications
ISBN9780803959644

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Leyland Pitt is the Dennis Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, Canada, and also Affiliate Professor in Industrial Marketing at the Royal Institute of Technology, Stockholm, Sweden. He has also taught on executive and MBA programs at schools such as the Graham School of Continuing Studies (University of Chicago), Columbia University Graduate School of Business, Rotterdam School of Management, and London Business School. His work has been published in such journals, as Information Systems Research, Journal of the Academy of Marketing Science, Sloan Management Review, California Management Review, Communications of the ACM, and MIS Quarterly (which he also served as Associate Editor).

The Unique Nature of Industrial Marketing Exploring the Customer′s Purchasing OperationHow Organizations Make Buying DecisionsBuilding Customer RelationshipsSegmentation and Targeting of Business MarketsIndustrial Marketing Research and IntelligenceStrategy and the Industrial MarketerInnovation, Entrepreneurship and the Business MarketerMarketing Industrial Products and ServicesA Creative Perspective on Industrial PricingCommunications with Business CustomersEngineering the Promotional MixThe Changing Role of the Sales ForceDistribution and the Value-Added ChainThe Need for AccountabilityControl and the Industrial Marketer