| Résumé : |
The three objectives that guided the development of this edition are as follows:
1. To highlight the similarities between consumer goods and business-to-business marketing and to explore in depth the points of departure. Particular attention is given to market analysis, organizational buting behavior, customer relationship management, supply chain management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers.
2. To present a managerial rather than a descriptive treatment of business marketing. Whereas some descriptive material is required to convey the dynamic nature of the business marketing environment, the relevance of the material is linked to marketing strategy decision making.
3. To integrate the growing body of literature into a strategic treatment of business marketing. In this text, relevant work is drawn from organizational buying behavior, procurement, organizational behavior, supply chain management, strategic management, and behavioral sciences, as well as from specialized studies of business marketing strategy components. |
Business Marketing Management / CENGAGE LEARNING (2017)
