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Business to Business Marketing Wim Biemans

Business to Business Marketing von Wim Biemans

Business to Business Marketing Wim Biemans

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Zusammenfassung

Marketing to organisations is a substantial and dynamic sector of marketing. This title deals with this topic, and explains the parallels between business to business and consumer marketing. It also emphasizes the concepts and practices developed for this field.

Business to Business Marketing Zusammenfassung

Business to Business Marketing Wim Biemans

Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.

Über Wim Biemans

Wim G. Biemans is Associate Professor at the Faculty of Economics and Business, University of Groningen. He has over two decades experience teaching students and training marketing executives, and received the Thomas P. Hustad Best Paper Award for Outstanding Professional Contribution for 2007.

Inhaltsverzeichnis

PART 1 understanding business to business marketing1 B2B marketing PART 2 Making sense of customers and markets 2 Understanding B2B customers 3 Making sense of B2B markets PART 3 Defining value for customers 4 Creating value for customers PART 4 Translating the value proposition into marketing instruments 5 Managing products and services 6 Managing sales and delivery channels 7 Managing communication 8 Managing price PART 5 Marketing evaluation and control 9 Marketing implementation, evaluation and control PART 6 implementing a value-creating organisation 10 Designing and maintaining a value-creating organisation Cases Case 1 Vekoma: Selling roller coasters Case 2 Cater Inc.: Targeting the buying centre Case 3 WWSA: In search of a value proposition Case 4 KPN: Learning from customers Case 5 NNZ: Innovation in a trading company Case 6 Ford/Firestone: Dealing with product problems Case 7 Philips Crypto: Pricing a completely new product

Zusätzliche Informationen

GOR005652265
9780077121891
0077121899
Business to Business Marketing Wim Biemans
Wim Biemans
Gebraucht - Gut
Broschiert
McGraw-Hill Education - Europe
2010-03-16
400
N/A
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