Detalles del Título
Detalles del Título

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Título Industrial and organizational marketing. - Segunda edición.Libros / Impreso - Libros
Autor(es) Morris, Michael H. (Autor)
Publicación New York, NY : Macmillan Publishing Company, 1992
Descripción Física xv, 784 p. :il
Idioma Inglés;
ISBN 002946594X
Clasificación(es) 658.8
MERCADEO
Materia(s) Mercadeo industrial; Casos; Estudio de casos;
Resumen Contiene: Part I. Introduction. Chapter 1. The basics of industrial marketing. 2. Industrial markets and products. Part II. Understanding the industrial customer. 3. The purchasing function in customer organizations. 4. How organizations make buying decisions. 5. Concepts and models of organizational buying behavior. Part III. Examining industrial market opportunities. 6. Industrial marketing research and intelligence. 7. Assessing markets: demand measurement and sales forecasting. 8. Industrial market segmentation. Part IV. Designing and managing the industrial marketing mix. 9. Strategic management of industrial products and services. 10. The role of marketing in corporate innovation. 11. Managing industrial product and service lines. 12. Industrial pricing. 13. Introduction to industrial communication: advertising and sales promotion. 14. Personal selling and sales management. 15. Industrial channel strategy. Part V. Controlling industrial marketing programs. 16. Control and evaluation of industrial marketing programs. Part VI. Cases.
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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
11180Biblioteca Universidad Icesi2658.8/M877i e.1DisponibleCol. General