AUTOR/ES: DWYER
ISBN: 9780072410631
AÑO: 2001
EDICION: 1ª
IDIOMA: Castellano
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PUNTOS CLAVE: Dwyer/Tanner include comprehensive coverage of how marketing fits in and contributes to every organization. This integrated coverage emphasizes to the student that marketing is part of everything the organization does. While the text is based in theory, it has practical applications and materials from all business disciplines integrated throughout so students can strengthen their abilities to practice business marketing and apply the learned theories to real-life situations. Technology is emphasized throughout, via web sites for all chapter-opening profiles and Web exercises at the end of each chapter, showing the student how the web has become an important part of business marketing. The text stresses an emphasis on growing business from current customers--the only book that intentionally emphasizes current customers throughout the text but expecially in the Marketing Opportunities chapter and the Developing and Managing Products chapter, along with a Customer Retention center. Also included is the strongest Integrated Marketing Communications chapter available in any Business Marketing text. This IMC chapter helps the student to see how all parts of the firm come together to create and implement a successful marketing plan. The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books. Unique chapters: Weaving Marketing into the Fabric of the Firm; Integrating Marketing Communications; The One to One Media; and Customer Retention and Maximization; One to One Marketing chapter discusses electronic marketing and other forms of direct communication. Other pedagogical features include: Each chapter opens with a company or industry profile that is then used as a running example throughout the chapter to show the student how concepts learned apply to real-life situations; Business 2 Business feature - two per chapter- this feature encourages students to incorporate what they are learning to how it is applied in B2B situations; From the Field feature - two per chapter with one globally focused, provide real life examples of business marketing to show business marketing concepts in practice. Updated Caselets and full-length cases - these support the theory-base with practical applications Eleven of these cases are unique to this text and 5 international cases are included.
INDICE: Chapter 1 Introduction to Business Marketing Chapter 2 The Character of Business Marketing Chapter 3 Purchasing and Materials Management Chapter 4 Organizational Buyer Behavior Chapter 5 Market Opportunities: Current & Potential Customers Chapter 6 Marketing Strategy Chapter 7 Weaving Marketing Into The Fabric Of The Firm Chapter 8 Developing and Managing Products: What do Customers Want? Chapter 9 Business Marketing Channels: Partnerships for Customer Service Chapter 10 Integrating Marketing Communications Chapter 11 Communicating with the Market: Advertising, Public Relations, & Trade Shows Chapter 12 IMC: The One-To-One Media Chapter 13 Sales and Sales Management Chapter 14 Pricing & Negotiating for Value Chapter 15 Evaluating Marketing Efforts Chapter 16 Customer Retention and Maximization