Business-to-Business Marketing Management: Strategies, Cases and SolutionsMark S. Glynn, Arch G. Woodside Emerald Group Publishing, 2012 M04 4 - 360 páginas This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills? |
Contenido
| 1 | |
| 11 | |
CHAPTER 3 THE ORGANIZATIONAL BUYING CENTER AS A FRAMEWORK FOR EMERGENT TOPICS IN BUSINESSTOBUSINESS MARKE... | 41 |
RELATIONAL AND TRANSACTIONAL PERSPECTIVES | 89 |
CHAPTER 5 AVAILABILITY OF RESOURCES THROUGH BUYERSELLER RELATIONSHIPS | 119 |
CHAPTER 6 MULTISTAGE MARKETING | 141 |
COHERENCE TO A FUTURE | 175 |
A KEY TO UNDERSTANDING AND MANAGING BUSINESS CONSULTING RELATIONSHIP LONGEVITY | 193 |
CHAPTER 9 EMERGING TRANSFORMATIONS IN THE BUSINESSTOBUSINESS GLOBAL SALESFORCE | 219 |
CHAPTER 10 ANALYZING THE B2B BRAND VALUE CHAIN | 245 |
CHAPTER 11 WHATS A BUSINESSTOBUSINESS COMPANY? B2B KNOWLEDGE OF FUTURE BUSINESS LEADERS | 263 |
CHAPTER 12 ECONOMIC VALUE FRAMES OF REFERENCE AND THE IMPACT OF FRAMED POSITIONING STRATEGIES IN BUSINESSTO... | 283 |
CHAPTER 13 IMPLEMENTED STRATEGIES IN BUSINESSTOBUSINESS CONTEXTS | 323 |
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Business-to-Business Marketing Management: Strategies, Cases and Solutions Mark S. Glynn,Arch G. Woodside Vista previa limitada - 2012 |
Términos y frases comunes
Aaker actors advertising analysis B2B brands B2B implemented strategies B2B marketing benefits brand architecture brand equity Business & Industrial business markets business network Business Research business-to-business marketing buyer–seller relationships buyer’s resource buyers buying behavior buying center changes chapter client cognitive communication companies competitive concept consumer marketing context customers decision differential value effects Environment etic example exchange firm’s firms focus frames of reference global account management global salesforce Ha˚kansson Halinen Handelsbanken IMP Group impact important Industrial Marketing Management influence innovation interaction internal Internet Johnston Journal of Business Journal of Marketing knowledge Lewin literature manufacturers market stages marketing plan marketing strategy Mental Model monitoring Mudambi multistage marketing multistage marketing plan needs outcomes Participant potential relational relationship marketing relationship quality relevant role salesforce salespeople salesperson Seller selling sensemaking Sharma Sheth specific supplier SWEDBANK switching costs theoretical theory Woodside