Inter-organizational Marketing Management: An Industrial Organization Market Perspective (8th Edition)

Author: China Renmin University Press
Publisher:
Publish Date: 2006-04-01
Features: Since its first edition was published, this book has received widespread acclaim in the United States and Europe. It comprehensively introduces the latest developments in business-to-business marketing and is considered an authoritative textbook in the field of organizational marketing. Compared to consumer marketing, Chinese academia and industry have in research on organizational marketing. This outstanding book in the field of organizational marketing will undoubtedly play a significant role in advancing research and practice in 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: 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 enterprises. It is also a must-read reference for self-learners interested in marketing. [Editor's Recommendation] Regardless of whether in China, the United States, or many other countries, the organizational market is the largest market among all markets. The market transaction volume in the organizational market far exceeds that of the consumer market. However, compared to consumer marketing, Chinese academia and industry have in research on organizational marketing. This book provides readers with an easy-to-understand explanation of what organizational marketing is and how to conduct it. It will undoubtedly play a significant role in advancing organizational marketing and management practices in China. — School of Business, East China University of Science and Technology, Zhu Ling