Business marketing a managerial approach. - Haas, Robert W.; Haas, Robert W. (Cincinnati, Ohio South-Western College Pub., 1995)
Table of Contents: PART ONE. UNDERSTANDING THE BUSINESS MARKETING ENVIRONMENT: 1. The Business Marketing System -- 2. Influences on the Business Marketing System -- 3. The Global Nature of Business Marketing -- PART TWO. ORGANIZATIONAL CUSTOMERS AND MARKET BEHAVIOR: 4. Demand Estimation and Sales Forecasting in Business Markets -- 5. Purchasing and Materials Management -- 6. Organizational Buying Behavior -- 7. Strategic Alliances and Partnering Relationships in Business Marketing -- PART THREE. THE BUSINESS MARKETING PROCESS: SEGMENTATION, PLANNING, STRATEGY, AND INTELLIGENCE GATHERING: 8. The Standard Industrial Classification (SIC) System -- 9. Segmentation in Business Markets -- 10. Planning Business Marketing Strategy -- 11. Business Marketing Intelligence -- PART FOUR. THE BUSINESS MARKETING MIX: 12. Product and Service Strategy in Business Marketing -- 13. Channel Strategy in Business Marketing -- 14. Physical Distribution Strategy in Business Marketing -- 15. Promotional Strategy in Business Marketing-Personal Selling -- 16. Promotional Strategy in Business Marketing-Advertising and Sales Promotion -- 17. Pricing Strategy in Business Marketing -- PART FIVE. BUSINESS MARKETING PERFORMANCE: CONTROL AND EVALUATION: 18. Business Marketing Control and Evaluation -- PART SIX. CASES -- Glossary. Author Index. Subject Index.
Rev. ed. of: Business marketing management.1992.
Includes bibliographical references and index.
Keywords: Industrial marketing -- Management; Industrial marketing -- Management -- Case studies