Detalles del Título
Detalles del Título

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Título Business-to-business marketing: analysis and practiceLibros / Impreso - Libros
Autor(es) Vitale, Robert P. (Autor)
Giglierano, Joseph J. (Autor)
Pfoertsch, Waldemar (Autor)
Publicación Boston, Massachusetts : Prentice Hall, c2011
Descripción Física xxxi, 512 páginas : ilustraciones ; 24 cm.
Idioma Inglés;
ISBN 0136058280
Clasificación(es) 658.8
MERCADEO
Materia(s) Mercadeo industrial;
Nota(s) Incluye referencias bibliográficas e índice
CONTENIDO: Introduction to business-to-business marketing -- Business-to-business environment: customers, organizations, and markets -- Organizational buying and buyer behavior -- The legal and regulatory environment -- Concepts and context of business strategy -- Market research and competitive analysis -- Segmenting, targeting, and positioning -- Developing the product, service, and value of the offering -- Innovation and competitiveness -- Pricing in business-to-business marketing -- Business development and planning -- Business-to-business selling: developing and managing the customer relationship -- Business-to-business branding: creating and fostering the brand -- Channel relationships and supply chains -- Communicating with the market -- Business ethics and crisis management -- Case 1. LastMile Corporation II: Choosing a development partner -- Case 2. B2B E-Commerce in China: The story of Alibaba.com -- Case 3. Dow corning success in China -- Case 4. Marketing plastic resins: GE and BW II -- Case 5. Automotive headlamps II: The paradigm shift from standardized glass sealed beams to today's plastic custom designs -- Case 6. Makrolon: The high-tech material -- Case 7. SENSACON Corporation: High technology evolves to high volume.
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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
099098Biblioteca Universidad Icesi2658.8/V836bEn Préstamo (28-Sep-2022)Col. General