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Business-to-business marketing management : strategies, cases, and solutions / edited by Mark S. Glynn, Arch G. Woodside.
- Format:
- Book
- Series:
- Advances in business marketing & purchasing ; v. 18.
- Advances in business marketing and purchasing, 1069-0964 ; v. 18
- Language:
- English
- Subjects (All):
- Marketing--Management.
- Marketing.
- Physical Description:
- 1 online resource (370 p.)
- Edition:
- 1st ed.
- Place of Publication:
- Bingley, U.K. : Emerald, 2012.
- Language Note:
- English
- Summary:
- This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?.
- Contents:
- Preface / Mark S. Glynn, Arch G. Woodside
- ch. 1. Introduction to business-to-business marketing management : strategies, cases, and solutions / Mark S. Glynn, Arch G. Woodside
- ch. 2. A note on knowledge development in marketing / Amjad Hajikhani, Peter LaPlaca
- ch. 3. The organizational buying center as a framework for emergent topics in business-to-business marketing / Jennifer D. Chandler, Wes Johnston
- ch. 4. Monitoring segmented markets : relational and transactional perspectives / Ann H. Clarke, Per V. Freytag
- ch. 5. Availability of resources through buyer-seller relationships / Roger Baxter
- ch. 6. Multistage marketing / Michael Kleinaltenkamp, Michael Rudolph, Matthias Classen
- ch. 7. Interaction : coherence to a future / Christopher J. Medlin, Michael Saren
- ch. 8. Switching costs : a key to understanding and managing business consulting relationship longevity / Melvin Prince, Robert F. Everett
- ch. 9. Emerging transformations in the business-to-business global salesforce / Arun Sharma
- ch. 10. Analyzing the B2B brand value chain / Mark S. Glynn
- ch. 11. what's a business-to-business company? : b2b knowledge of future business leaders / Waldemar Pfoertsch, Hendrik Scheel
- ch. 12. Economic value, frames of reference, and the impact of framed positioning strategies in business-to-business markets / Gerald E. Smith
- ch. 13. Implemented strategies in business-to-business contexts / Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery.
- Notes:
- Description based upon print version of record.
- Print version record
- ISBN:
- 9786613524423
- 9781280120565
- 1280120568
- 9781780525778
- 178052577X
- OCLC:
- 792749287
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