Wir haben derzeit keine Zusammenfassung für diesen Artikel.

Introduction to business marketing; the character of business marketing; purchasing and materials management; organizational buyer behaviour; market opportunities - current and potential customers; marketing strategy; weaving marketing into the fabric of the firm; developing and managing products - what do customers want?; business marketing channels - partnerships for customer service; intregrating marketing communications; communicating with the market - advertising, public relations and trade shows; IMC -the one-to-one media; sales and sales management; pricing and negotiating for value; evaluating marketing efforts; customer retention and maximization; the future of business marketing -globalization, technology and career trends.