Managing business marketing & sales : an international perspective / Per V. Jenster, H. Michael Hayes, & David E. Smith.

Format:

Book

Author/Creator:

Jenster, Per V.

Contributor:

Hayes, H. Michael.

Smith, David E.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Sales management.

Marketing planning & strategy.

Physical Description:

1 online resource (299 p.)

Edition:

1. ed.

Other Title:

Managing business marketing and sales

Place of Publication:

[Frederiksberg, Denmark] : Copenhagen Business School Press, 2005.

Language Note:

English

Summary:

Not only will the reader gain a valuable perspective on the current state of marketing concepts and techniques, but the book offers managerial perspectives which also can provide guidance for the business success. Several features of the book merit special mention. Unique to business marketing books this book includes, in one volume, text that presents major concepts of both business marketing and strategic management. A global perspective is integrated throughout the text. The basic premise is that marketing concepts are fundamentally international. The authors elected therefore, to integrate international aspects of marketing as extensions of fundamental concepts where appropriate rather than to have separate international sections. The book has a strong strategic and managerial orientation. The first five chapters establish the context of marketing planning and include corporate and business planning and a separate chapter on industry analysis. The remaining chapters address segmentation and product, pricing, and communication and distribution decisions.

Contents:

""Managing Business Marketing & Sales An International Perspective""; ""Table of Contents""; ""Preface""; ""Our Objectives for the Book""; ""The Scope of the Book""; ""The Context of Business Marketing""; ""Features of the Book""; ""Acknowledgements""; ""Chapter 1: An Overview of Business Marketing""; ""The Nature of Business Marketing""; ""Business Marketing Strategy""; ""Business Markets""; ""Business Products and Services""; ""The Approach of the Book""; ""Summary""; ""Further Reading""; ""Chapter 2: Marketing Strategy and Planning""; ""Key Strategy Concepts""; ""Strategic Planning""

""Strategy at Three Levels""""Corporate Strategy""; ""The Growth-Share Matrix""; ""Investment Priority Matrix""; ""Business Strategy""; ""Marketing Strategy""; ""Summary""; ""Further Reading""; ""Chapter 3: How Organizations Buy""; ""Buyer Behavior: An Overview""; ""Buyer Behavior: Analytical Frameworks""; ""Implications for Marketing""; ""Summary""; ""Further Reading""; ""Chapter 4: Strategic Analysis of an Industry""; ""Industry Analysis""; ""Approaches to Industry Analysis""; ""Conducting the Analysis""; ""Summary""; ""Further Reading""

""Chapter 5: Business Marketing Intelligence: Analysis and Tools""""Intelligence and Information""; ""Types of Marketing Intelligence""; ""Intelligence Sources""; ""Establishing an Intelligence and Information System""; ""Organizing Intelligence Work""; ""Demand Analysis""; ""Summary""; ""Further Reading:""; ""Chapter 6: Selecting Business Markets""; ""An Overview of Business Market Selection""; ""The Search for Business Market Segments""; ""Segmentation Approaches""; ""Additional Issues in Segmentation""; ""Summary""; ""Further Reading""; ""Chapter 7: Business Product Management""

""The Concept of Product""""The Product Line""; ""Buyer-Seller Relations: A Key Contextual Element""; ""The Role of Quality""; ""Product/Market Choices""; ""Global Considerations""; ""New Product Development""; ""Positioning""; ""Branding""; ""Summary""; ""Further Reading""; ""Chapter 8: Marketing of Services""; ""Specific Characteristics of Business Services""; ""Marketing Implications of Services Characteristics""; ""Productizing Services""; ""Digitizing Services""; ""After the Sale""; ""Summary""; ""Further Reading""; ""Chapter 9: Pricing Strategy for Business Markets""

""The Economists� View of Price""""The Marketer�s View of Price""; ""The Firm�s Costs""; ""The Firm�s Customers""; ""The Firm�s Competitors""; ""Pricing Situations""; ""Demand Concepts""; ""Value/Quality/Price Relationships""; ""Pricing the Product Line""; ""Pricing when Distributors are Involved""; ""Special Issues""; ""Summary""; ""Further Reading""; ""Chapter 10: E-Business Marketing""; ""Electronic Communications and Applications""; ""The Business Marketing Implications of E-Business""; ""Pricing Implication""; ""Developments of E-Business""; ""Summary""; ""Further Reading""

""Chapter 11: Business Marketing Communication: Personal Selling""

Notes:

Includes bibliographical references.

ISBN:

87-630-9967-5

OCLC:

647568351