Catálogo bibliográfico
Bibliographic catalog
Business marketing management : an organizational approach / Robert W., Haas
Main Author Haas, Robert W. Edition 5th ed. Publication Boston : PWS-Kent, cop. 1992 Description XI, 899 p. : il. ; 24 cm Series Text & cases ISBN 0534929761 Topical name Marketing - Gestão CDU 658.8| Item type | Current location | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| Book | Biblioteca Universidade Europeia (Lispólis) | 658.8 HAA/BUS | Available | Doação Pinto e Castro | UE23538 |
Total holds: 0
Contents
Part I - 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 II - 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 III - 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 IV - 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 V - Business marketing performance: control and evaluation
18. Business marketing control and evaluation
Part VI - Cases
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