Through BUSINESS MARKETING MANAGEMENT, you'll find out the secrets behind effective business-to-business marketing as well as the latest marketing data on rapidly developing economies in this easy-to-understand textbook. Real decision makers in top businesses tell you their stories and how savvy business marketing gets results. From profitability to ethical responsibility, BUSINESS MARKETING MANAGEMENT covers all you need to know about marketing in today's business environment.
Managerial Perspective: The authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.
Consumer Goods and B2B Marketing: Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, this text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers.
End-of-Text Cases: A well-balanced mix of cases found at the end of the book enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length but are longer than the end-of-chapter cases, feature prominent companies and isolate one or more business marketing problems for students to analyze.
Managerial Perspective: The authors present a managerial rather than a descriptive treatment of business marketing, tying text material directly to business marketing management decision-making. Students see the relevance of material to the decision-making process that managers face.
Consumer Goods and B2B Marketing: Highlighting the similarities and emphasizing the differences between consumer goods and business-to-business marketing, this text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers.
End-of-Text Cases: A well-balanced mix of cases found at the end of the book enables instructors to tailor the course to their own students and teaching preferences. The cases, which vary in length but are longer than the end-of-chapter cases, feature prominent companies and isolate one or more business marketing problems for students to analyze.