UID:
almahu_9949068939102882
Umfang:
1 online resource (xiv, 355 p.) :
,
ill.
ISBN:
9781780525778 (electronic bk.) :
Serie:
Advances in business marketing and purchasing, v. 18
Inhalt:
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?.
Anmerkung:
Preface / Mark S. Glynn, Arch G. Woodside -- ch. 1. Introduction to business-to-business marketing management : strategies, cases, and solutions / Mark S. Glynn, Arch G. Woodside -- ch. 2. A note on knowledge development in marketing / Amjad Hajikhani, Peter LaPlaca -- ch. 3. The organizational buying center as a framework for emergent topics in business-to-business marketing / Jennifer D. Chandler, Wes Johnston -- ch. 4. Monitoring segmented markets : relational and transactional perspectives / Ann H. Clarke, Per V. Freytag -- ch. 5. Availability of resources through buyer-seller relationships / Roger Baxter -- ch. 6. Multistage marketing / Michael Kleinaltenkamp, Michael Rudolph, Matthias Classen -- ch. 7. Interaction : coherence to a future / Christopher J. Medlin, Michael Saren -- ch. 8. Switching costs : a key to understanding and managing business consulting relationship longevity / Melvin Prince, Robert F. Everett -- ch. 9. Emerging transformations in the business-to-business global salesforce / Arun Sharma -- ch. 10. Analyzing the B2B brand value chain / Mark S. Glynn -- ch. 11. what's a business-to-business company? : b2b knowledge of future business leaders / Waldemar Pfoertsch, Hendrik Scheel -- ch. 12. Economic value, frames of reference, and the impact of framed positioning strategies in business-to-business markets / Gerald E. Smith -- ch. 13. Implemented strategies in business-to-business contexts / Arch G. Woodside, Hugh M. Pattinson, David B. Montgomery.
Weitere Ausg.:
ISBN 9781780525761
Sprache:
Englisch
Fachgebiete:
Wirtschaftswissenschaften
Schlagwort(e):
Aufsatzsammlung
;
Aufsatzsammlung
URL:
https://www.emerald.com/insight/publication/doi/10.1108/S1069-0964(2012)18
URL:
Volltext
(URL des Erstveröffentlichers)
URL:
Volltext
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