Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

"To survive in today's competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. This book explores the use of...

Dieses Buch vermittelt in verständlicher und knapper Form einen systematischen Überblick über den idealtypischen Verlauf der Marketingplanung. Leserinnen und Leser erhalten ein übersichtliches Raster, mit dessen Hilfe sie das umfangreiche und komplexe Marketingwissen einordnen und für die...

"Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average...