Interfirm Marketing Theory and Practice

Author: Li Guihua
Publisher:
Publish Date: 2005-02-01
Features: This book combines domestic and international business-to-business marketing management practices to systematically discuss relevant issues in business-to-business marketing. It includes the concept, models, and characteristics of business-to-business marketing; the concepts of derived demand and related demand, as well as factors influencing the management of business-to-business marketing demand; the basis and methods for market segmentation in business-to-business marketing, as well as market positioning for industrial goods; the business purchasing process, types, and marketing strategies, factors influencing business buying behavior, and business buying behavior analysis models; the content and methods of business-to-business marketing surveys; the characteristics of product strategy in business-to-business marketing, new product development models, and product management; the formation of business-to-business distribution strategy, as well as logistics and supply chain management; the concept, characteristics, objectives, and media of business-to-business direct marketing; the concept, structure, and technological foundation of B2B trading platforms; the promotional strategies and promotional mix in business-to-business marketing; the role of price, pricing decisions, pricing, and net pricing in business-to-business marketing; the processes and methods of business-to-business marketing control and evaluation, etc. This book is suitable for undergraduate and graduate students majoring in marketing management, logistics management, and related fields, as well as for professionals engaged in the marketing management of various types of production materials.