Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of business to business marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles; new processes for selling, distribution, and customer service; an increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships.... and other product specifications (e.g., price) distributed among organizational buying influences for use as a reference and buying guide. ... This type of medium enables a marketer to relay personalized messages to these influences.
|Author||:||Michael H. Morris, Leyland F. Pitt, Earl Dwight Honeycutt, Jr.|
|Publisher||:||SAGE Publications - 2001-03-29|