Business marketing / 3rd ed.
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作 者：Frank G.Bingham, Jr.,Roger Gomes, Patricia A.Knowles
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ISBN：9780072859119
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简介
Business Marketing, 3/e by Bingham, Gomes, and Knowles provides students with the practical foundation they will need to become successful business marketers. By addressing real issues that face business-to-business (B2B) marketers as well as the newest developments and insights into this rapidly changing field, the authors provide a practical introduction to this important marketing area. Business Marketing focuses on general business marketing, e-commerce/internet marketing, and business ethics. The new edition features a wealth of pedagogical aids which add structure and depth to the learning process. From end-of-chapter reviews of the Concept Questions and Chapter Cases, to the real-world profiles found in the Business Marketing in Action, Strategy at Work, and What Would You Do? boxes, the 3rd Edition of Business Marketing actively involves students in the real world of business marketing.
目录
The Business Marketing Environment
Introduction to the Business Marketing Environment
The Organizational Buying Process
Marketing Research and Information Systems
Marketing Segmentation, Positioning, and Demand Projection
Making and Moving Business Goods and Services
New Product Development, Management, and Strategy
Price Planning and Strategy
Business Marketing Channel Participants
Physical Distribution Management and Strategy
Promoting and Selling Business Goods and Services
Professional Selling
Sales Management
Advertising and Sales Promotion Strategy
Special Topics in Business Marketing
International Business Marketing
Ethical Considerations in Business-to-Business Marketing
Introduction to the Business Marketing Environment
The Organizational Buying Process
Marketing Research and Information Systems
Marketing Segmentation, Positioning, and Demand Projection
Making and Moving Business Goods and Services
New Product Development, Management, and Strategy
Price Planning and Strategy
Business Marketing Channel Participants
Physical Distribution Management and Strategy
Promoting and Selling Business Goods and Services
Professional Selling
Sales Management
Advertising and Sales Promotion Strategy
Special Topics in Business Marketing
International Business Marketing
Ethical Considerations in Business-to-Business Marketing
Business marketing / 3rd ed.
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