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基本説明
This is an adaptation of a successful French text which is now into its second edition.
Full Description
This book is an adaptation of a successful French text, which is now into its second edition. The text is designed specifically for those students taking a Business-to-Business Marketing or Industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate.A major strength of this text is the European perspective it offers. It is an academically rigorous text with strong practical application, which have been tried in a variety of business settings.The text stresses the diversity that is found in the Business-to-Business environment and provides useable frameworks for dealing with this diversity. The book provides a theorectically sound and managerially useful approach to managing in Business-to-Business markets.Daniel Michel is a Professor of Marketing at EMLyon, France.Peter Naude is Professor of Marketing at the School of Management at the University of Bath.Robert Salle is Director of Research at EMLyon, France.Jean-Paul Valla is Development manager at ALGOE in Lyon as well as a Director of Research at EMLyon, France.
Contents
Competitiveness, Marketing and Business-to-Business Marketing.- Business-to-Business Markets and Customers.- Understanding Industrial Purchasing.- Markets and Supplier Strategy.- Segmentation and Marketing Strategy.- Information and Information Systems.- Offer design and Management.- Market Access and Customer Management.- Advertising and Publicity.- The Marketing of Innovative Technologies.- Services Marketing.- Project Marketing.- The Role and Organisation of Marketing.- Customer Position, Market Position, Marketing Strategies and Planning.
