Managing business marketing & sales : an international perspective /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Jenster, Per V.
Otros Autores: Hayes, H. Michael, Smith, David E.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Frederiksberg, Denmark] : Copenhagen Business School Press, 2005.
Edición:1. ed.
Temas:
Marketing > Management.
Sales management.
Marketing.
Marketing
Marketing > Gestion.
Ventes > Gestion.
marketing.
Marketing > Management
Sales management
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Managing Business Marketing & Sales An International Perspective
  • Table of Contents
  • Preface
  • Our Objectives for the Book
  • The Scope of the Book
  • The Context of Business Marketing
  • Features of the Book
  • Acknowledgements
  • Chapter 1: An Overview of Business Marketing
  • The Nature of Business Marketing
  • Business Marketing Strategy
  • Business Markets
  • Business Products and Services
  • The Approach of the Book
  • Summary
  • Further Reading
  • Chapter 2: Marketing Strategy and Planning
  • Key Strategy Concepts
  • Strategic Planning
  • Strategy at Three Levels.
  • Corporate Strategy
  • The Growth-Share Matrix
  • Investment Priority Matrix
  • Business Strategy
  • Marketing Strategy
  • Summary
  • Further Reading
  • Chapter 3: How Organizations Buy
  • Buyer Behavior: An Overview
  • Buyer Behavior: Analytical Frameworks
  • Implications for Marketing
  • Summary
  • Further Reading
  • Chapter 4: Strategic Analysis of an Industry
  • Industry Analysis
  • Approaches to Industry Analysis
  • Conducting the Analysis
  • Summary
  • Further Reading
  • Chapter 5: Business Marketing Intelligence: Analysis and Tools
  • Intelligence and Information.
  • Types of Marketing Intelligence
  • Intelligence Sources
  • Establishing an Intelligence and Information System
  • Organizing Intelligence Work
  • Demand Analysis
  • Summary
  • Further Reading:
  • Chapter 6: Selecting Business Markets
  • An Overview of Business Market Selection
  • The Search for Business Market Segments
  • Segmentation Approaches
  • Additional Issues in Segmentation
  • Summary
  • Further Reading
  • Chapter 7: Business Product Management
  • The Concept of Product
  • The Product Line
  • Buyer-Seller Relations: A Key Contextual Element
  • The Role of Quality
  • Product/Market Choices.
  • Global Considerations
  • New Product Development
  • Positioning
  • Branding
  • Summary
  • Further Reading
  • Chapter 8: Marketing of Services
  • Specific Characteristics of Business Services
  • Marketing Implications of Services Characteristics
  • Productizing Services
  • Digitizing Services
  • After the Sale
  • Summary
  • Further Reading
  • Chapter 9: Pricing Strategy for Business Markets
  • The Economists' View of Price
  • The Marketer's View of Price
  • The Firm's Costs
  • The Firm's Customers
  • The Firm's Competitors
  • Pricing Situations
  • Demand Concepts.
  • Value/Quality/Price Relationships
  • Pricing the Product Line
  • Pricing when Distributors are Involved
  • Special Issues
  • Summary
  • Further Reading
  • Chapter 10: E-Business Marketing
  • Electronic Communications and Applications
  • The Business Marketing Implications of E-Business
  • Pricing Implication
  • Developments of E-Business
  • Summary
  • Further Reading
  • Chapter 11: Business Marketing Communication: Personal Selling
  • An Overview of Communication
  • The Methods of Business Communication
  • The Role of the Salesperson
  • Understanding the Selling Situation.

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