Enterprise Marketing Management

Author: Hert
Publisher:
Publish Date: 2004-09-01
Features: This book is written with the needs and interests of readers at its center. The author's goal is to provide a clear, timely, and engaging exploration of business marketing. For this purpose, each chapter offers an overview that emphasizes key concepts, includes carefully selected contemporary case studies of business marketing practices, and concludes with a compelling summary and a set of thought-provoking discussion questions. The book is divided into six parts, totaling 18 chapters.
Part 1 introduces the distinctive characteristics of the business marketing environment, focusing on major customer categories, the nature of purchasing departments, and the various factors influencing organizational buying decisions. Part 2 covers relationship management, with the entire chapter centered on customer relationship management, e-commerce, and supply chain management. Through the addition of two new chapters and a thorough revision of core content, this section provides a timely and comprehensive analysis of relationship management strategies in the business market.
After establishing this important foundation, Part 3 focuses on the techniques for evaluating market opportunities: market segmentation, demand analysis, and sales forecasting. Part 4 examines the business market planning process and the design of marketing strategies. The new works in strategic management and strategic marketing lay the foundation for this section. This edition provides an in-depth analysis of the challenges and attractive opportunities faced by strategists in the high-tech industry. It particularly emphasizes defining the characteristics of successful high-tech enterprises and the interaction between marketing and key functional departments such as production, research, and customer service. The concept of cross-functional planning is the focal point of the analysis of the strategic formulation process.
The core of the book will be described in a separate chapter, outlining a comprehensive approach to strategic formulation in international markets from the perspective of business marketing. Next, the elements of the marketing mix are analyzed one by one from the standpoint of business marketing. Chapters elaborating on the management of product innovation in the business market and service management enhance the depth of this core section.
Part 5 explores the techniques for evaluating business marketing strategies and performance. This section provides a concise method for marketing control systems and uses the balanced scorecard to analyze the return on marketing. It also specifically examines the critical issue of implementing strategies in the business marketing environment.
Part 6 includes a series of cases suitable for the business marketing environment.