Business Marketing-Text and Cases

Business Marketing-Text and Cases

Business Marketing-Text and Cases

This Business marketing text is unique in its emphasis on the complexity of the buying process, strategic relationships between business buyers and...

  • ISBN: 9780070083257
  • Availability: In Stock
  • Author Krishna K. Havaldar
  • Publisher Tata Mcgraw Hill Publishing Co Ltd
  • Binding Paperback

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This Business marketing text is unique in its emphasis on the complexity of the buying process, strategic relationships between business buyers and sellers, and their mutual dependence. The additions and changes shows, in a realistic way, the emerging trends in business marketing practices. In particular, the following new features have been included in the third edition.This book focuses on the needs and interests of an Indian reader. Its emphasis is on global thinking, but its plan is to act locally. The organisation of the book is based on the current marketing thinking and new ideas to meet the new challenges.

Salient Features:

Chapter on Product and Brand Strategy?

Chapter on business-to-business marketing through e-commerce

Detailed discussion on Customer value in business markets

Extensive coverage of Relationship marketing and Customer Relationship Management

Discussion on New concepts of product lifecycle management for new product development

Table of Contents

The Nature of Business Marketing
2. Understanding Business Markets and Environment
3. Organisational Buying and Buying Behaviour
4. Buyer-Seller Relationship
5. Business Marketing Intelligence and Marketing Research
6. Segmenting, Targeting and Positioning in Business Marketing
7. Product and Brand Strategy
8. New Product Development and Marketing of Business Services
9. Business Marketing Channels and Market Logistics
10. Managing the Personal Selling Function
11. Business Marketing Communication
12. Pricing in Business Marketing
13. Planning, Implementation, and Control in Business Marketing
14. Business-to-Business (Industrial) Marketing through Electronic Commerce
15. International Business Marketing

Integrated Cases

ISBN 9780070083257
Langauage English
Pages 572
Publisher Tata Mcgraw Hill Publishing Co Ltd
Binding Paperback

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