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Business-to-business marketing management : strategies, cases, and solutions /
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implem...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, U.K. :
Emerald,
2012.
|
| Colección: | Advances in business marketing & purchasing ;
v. 18. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Preface / Mark S. Glynn, Arch G. Woodside
- ch. 1. Introduction to business-to-business marketing management : strategies, cases, and solutions / Mark S. Glynn, Arch G. Woodside
- ch. 2. A note on knowledge development in marketing / Amjad Hajikhani, Peter LaPlaca
- ch. 3. The organizational buying center as a framework for emergent topics in business-to-business marketing / Jennifer D. Chandler, Wes Johnston
- ch. 4. Monitoring segmented markets : relational and transactional perspectives / Ann H. Clarke, Per V. Freytag
- ch. 5. Availability of resources through buyer-seller relationships / Roger Baxter
- ch. 6. Multistage marketing / Michael Kleinaltenkamp, Michael Rudolph, Matthias Classen
- ch. 7. Interaction : coherence to a future / Christopher J. Medlin, Michael Saren
- ch. 8. Switching costs : a key to understanding and managing business consulting relationship longevity / Melvin Prince, Robert F. Everett
- ch. 9. Emerging transformations in the business-to-business global salesforce / Arun Sharma
- ch. 10. Analyzing the B2B brand value chain / Mark S. Glynn
- ch. 11. what's a business-to-business company? : b2b knowledge of future business leaders / Waldemar Pfoertsch, Hendrik Scheel
- ch. 12. Economic value, frames of reference, and the impact of framed positioning strategies in business-to-business markets / Gerald E. Smith
- ch. 13. Implemented strategies in business-to-business contexts / Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery.