Managing business marketing & sales : an international perspective / / Per V. Jenster, H. Michael Hayes, & David E. Smith

• Record Nr.: UNINA9910811440503321
• Autore: Jenster Per V
• Pubbl/distr/stampa: [Frederiksberg, Denmark], : Copenhagen Business School Press, 2005
• ISBN: 87-630-9967-5
• Edizione: [1. ed.]
• Descrizione fisica: 1 online resource (299 p.)
• Altri autori (Persone): HayesH. Michael; SmithDavid E
• Soggetti: Marketing - Management; Sales management; Marketing planning & strategy
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Includes bibliographical references.
• Nota di contenuto: ""Managing Business Marketing & Sales An International Perspective""; ""Table of Contents""; ""Preface""; ""Our Objectives for the Book""; ""The Scope of the Book""; ""The Context of Business Marketing""; ""Features of the Book""; ""Acknowledgements""; ""Chapter 1: An Overview of Business Marketing""; ""The Nature of Business Marketing""; ""Business Marketing Strategy""; ""Business Markets""; ""Business Products and Services""; ""The Approach of the Book""; ""Summary""; ""Further Reading""; ""Chapter 2: Marketing Strategy and Planning""; ""Key Strategy Concepts""; ""Strategic Planning""; ""Strategy at Three Levels""""Corporate Strategy""; ""The Growth-Share Matrix""; ""Investment Priority Matrix""; ""Business Strategy""; ""Marketing Strategy""; ""Summary""; ""Further Reading""; ""Chapter 3: How Organizations Buy""; ""Buyer Behavior: An Overview""; ""Buyer Behavior: Analytical Frameworks""; ""Implications for Marketing""; ""Summary""; ""Further Reading""; ""Chapter 4: Strategic Analysis of an Industry""; ""Industry Analysis""; ""Approaches to Industry Analysis""; ""Conducting the Analysis""; ""Summary""; ""Further Reading""; ""Chapter 5: Business Marketing Intelligence: Analysis and Tools""""Intelligence and Information""; ""Types of Marketing Intelligence""; ""Intelligence Sources""; ""Establishing an Intelligence and Information System""; ""Organizing Intelligence Work""; ""Demand Analysis""; ; ""Summary""; ""Further Reading:""; ""Chapter 6: Selecting Business Markets""; ""An Overview of Business Market Selection""; ""The Search for Business Market Segments""; ""Segmentation Approaches""; ""Additional Issues in Segmentation""; ""Summary""; ""Further Reading""; ""Chapter 7: Business Product Management""; ""The Concept of Product""""The Product Line""; ""Buyer-Seller Relations: A Key Contextual Element""; ""The Role of Quality""; ""Product/Market Choices""; ""Global Considerations""; ""New Product Development""; ""Positioning""; ""Branding""; ""Summary""; ""Further Reading""; ""Chapter 8: Marketing of Services""; ""Specific Characteristics of Business Services""; ""Marketing Implications of Services Characteristics""; ""Productizing Services""; ""Digitizing Services""; ""After the Sale""; ""Summary""; ""Further Reading""; ""Chapter 9: Pricing Strategy for Business Markets""; ""The Economistsâ€? View of Price""""The Marketerâ€?s View of Price""; ""The Firmâ€?s Costs""; ""The Firmâ€?s Customers""; ""The Firmâ€?s Competitors""; ""Pricing Situations""; ""Demand Concepts""; ""Value/Quality/Price Relationships""; ""Pricing the Product Line""; ""Pricing when Distributors are Involved""; ""Special Issues""; ""Summary""; ""Further Reading""; ""Chapter 10: E-Business Marketing""; ""Electronic Communications and Applications""; ""The Business Marketing Implications of E-Business""; ""Pricing Implication""; ""Developments of E-Business""; ""Summary""; ""Further Reading""; ""Chapter 11: Business Marketing Communication: Personal Selling""