Robert W. Eckles | Akateeminen Kirjakauppa

Focusing on proven tactics, this introduction to business marketing explores the full spectrum of theory and applications in a clear, accessible style. Part I outlines the dimensions of the business market — customers, products/services, and global aspects; Part II deals with the buying process in this market and the important buyer-seller relationships; Part III considers strategy formation, including market research, demand analysis and forecasting, market segmentation, product positioning, and strategic planning; Parts IV-VII deal with strategies for product and services, channel, communication, and pricing; and Part VIII covers competitive strategies, strategic control, and international marketing.