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Business Marketing Management B2b

(English,Paperback)

By M D Hutt (Author)   By  Cengage Learning  (Publication)

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Book Details
Binding :Paperback
Publication Date : 2012
ISBN :9788131516751
Language :English
Rack No. :KOL/116/7/255
Pages :628
Publisher :Cengage Learning

Description

Key Features Relationship Marketing Strategies: new and expanded coverage of the drivers of relationship marketing effectiveness and the financial impact of relationship marketing programs. Strategic Alliances: a timely and richly illustrated discussion of the determinants and social ingredients of alliance success. Strong B2B Brands: specific steps for building and managing a profitable B2B brand. Marketing Performance Measurement: a timely treatment of specific metrics for measuring the impact of marketing strategy decisions on firm performance. A Value-Based Approach for Pricing: a timely description of a framework for identifying and measuring value by customer segment. A Customer-Centered Approach to Channel Design: a fresh approach for designing channels from the bottom up, rather than the top down. Other new topics of interest: the new edition includes expanded treatment of customer experience management, corporate entrepreneurship, strategic positioning, and the emerging trends in online advertising strategies. Chapters combined: Based on review feedback, the previous edit...

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