Business marketing : connecting strategy, relationships, and learning / F. Robert Dwyer, John F. Tanner

By: Dwyer, F. Robert | Tanner, John FPublication details: New York : McGraw-Hill Irwin, c2006. Edition: 3rd edDescription: xxix, 683 p. : ill. ; 26 cmISBN: 0072865784DDC classification: 658.8 DWY

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Item type	Current library	Home library	Call number	Status	Date due	Barcode	Item holds
English Staff Reference	Villa College QI Campus	Villa College Library	658.8 DWY (Browse shelf(Opens below))	Available		370
English Lending	Villa College Library	Villa College Library	658.8 DWY (Browse shelf(Opens below))	Available		3414

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Ch. 1 Introduction to Business Marketing
Ch. 2 The Character of Business Marketing
Ch. 3 The Purchasing Function
Ch. 4 Organizational Buyer Behavior
Ch. 5 Market Opportunities: Current and Potential Customers
Ch. 6 Marketing Strategy
Ch. 7 Weaving Marketing into the Fabric of the Firm
Ch. 8 Developing and Managing Products: What Do Customers Want?
Ch. 9 Business Marketing Channels: Partnerships for Customer Service
Ch. 10 Integrating Marketing Communications
Ch. 11 Communicating with the Market: Advertising, Public Relations, and Trade Shows
Ch. 12 IMC: The One-to-One Media
Ch. 13 Sales and Sales Management
Ch. 14 Pricing and Negotiating for Value
Ch. 15 Evaluating Marketing Efforts
Ch. 16 Customer Retention and Maximization
Includes bibliographical references and index

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