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Business-To-Business Marketing: A Strategic Approach
Hardcover
ISBN13: 9780803959644
Publisher: Sage Publications, Inc
Published: Mar 29 2001
Pages: 560
Weight: 2.49
Height: 1.39 Width: 7.60 Depth: 9.86
Language: English
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.
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