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Name: Business Marketing. 3rd ed.
Author: Brierty, Edward G. / Eckles, R. W. / Reeder, R. R.
ISBN: 978-0-13-757378-3

Business Marketing. 3rd ed.

・ISBN 978-0-13-757378-3 cloth

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著者・編者	Brierty, Edward G. / Eckles, R. W. / Reeder, R. R.,
出版社	(Prentice Hall, US)
出版年月	1998
ページ数	683 pp.
言語	ENG
ニュース番号	＜438-432＞

解説

For undergraduate and graduate courses in Industrial or Business to Business Marketing.

Focusing on proven tactics, this introduction to business marketing explores the full spectrum of theory and applications in a clear, accessible style. Part I outlines the dimensions of the business market - customers, products/services, and global aspects; Part II deals with the buying process in this market and the important buyer-seller relationships; Part III considers strategy formation, including market research, demand analysis and forecasting, market segmentation, product positioning, and strategic planning; Parts IV-VII deal with strategies for product and services, channel, communication, and pricing; and Part VIII covers competitive strategies, strategic control, and international marketing.