Business to Business Marketing by Robert VitaleBusiness to Business Marketing by Robert Vitale

Business to Business Marketing

byRobert Vitale, Waldemar Pfoertsch, Joseph Giglierano

Paperback | July 20, 2010

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A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace.

Written from a highly practical perspective, Business to Business Marketing aims to help readers with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that readers need to know.
Title:Business to Business MarketingFormat:PaperbackDimensions:552 pages, 9 × 6.8 × 1.3 inPublished:July 20, 2010Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0136058280

ISBN - 13:9780136058281

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Table of Contents

Chapter 1: Introduction to Business-to-Business Marketing
Chapter 2: Business-to-Business Environment: Customers, Organizations, and Markets
Chapter 3: Organizational Buying and Buyer Behavior
Chapter 4: The Legal and Regulatory Environment
Chapter 5: Concepts and Context Of Business Strategy
Chapter 6: Market Research and Competitive Analysis
Chapter 7: Segmenting, Targeting, and Positioning
Chapter 8: Developing the Product, Service, and Value of The Offering
Chapter 9: Innovation and Competitiveness
Chapter 10: Pricing in Business-to-Business Marketing
Chapter 11: Business Development and Planning
Chapter 12: Business-to-Business Selling Developing and Managing the Customer Relationship
Chapter 13: Business-to-Business Branding Creating and Fostering the Brand
Chapter 14: Channel Relationships and Supply Chains
Chapter 15: Communicating with the Market
Chapter 16: Business Ethics and Crisis Management Case Studies