ESCP Europe

Item type

Book

Language

anglais

Pages

716 p.

Edition

7th ed.

Publication year

2001

Collection

• The Dryden Press Series in Marketing

ISBN

978-0-03-029179-1

Region

• GENERAL

Note

• Figures, tables

Note

Index

This book examines the business marketing management. It first introduces the distinguishing features of the business marketing environment and deals with relationship management (customer relationship management, electronic commerce, supply chain management). Then it shows the techniques that can be applied in assessing market opportunities: market segmentation and demand analysis, including sales and forecasting. Finally, it centers on the planning process and on designing marketing strategy for business markets, and it examines the techniques for evaluating business marketing strategy and performance. The last part of the book contains a collection of cases tailored to the business marketing environment. Discussions and questions.