Inter-organizational Marketing Management

Author: China Renmin University Press
Publisher:
Publish Date: 2006-04-21
Features: Since its first edition was published, this book has received widespread acclaim in the United States and Europe, providing a comprehensive introduction to the latest developments in business-to-business marketing and serving as an authoritative textbook in the field of organizational marketing. Compared to consumer marketing, there is a significant gap in research on organizational marketing within China's academic and business communities. This outstanding book in the field of organizational marketing is undoubtedly poised to greatly advance the study and practice of organizational marketing in China. The book covers an overview of organizational marketing, organizational markets: an overview of organizational buyers, organizational buying behavior, customer relationship management strategies in organizational markets, target markets: segmentation and evaluation, consumer buying behavior, segmentation of organizational markets, organizational demand analysis, organizational marketing planning: a strategic perspective, global market strategies for organizational marketing, managing products, innovation, and new product development in organizational markets, managing services in organizational markets, managing organizational marketing channels, pricing strategies in organizational markets, organizational marketing communication: advertising and promotion, and controlling organizational marketing strategies, along with 15 classic cases. The book is designed to minimize overlap with other marketing courses and is suitable for marketing management faculty, undergraduate and graduate students, MBA students, marketing professionals in enterprises, frontline sales personnel, and as a training or self-study textbook for marketing management personnel in various types of enterprises. It is also a must-read reference for self-learners interested in marketing.