| Titre : | Marketing business to business : From industrial to business marketing |
| Auteurs : | Philippe Malaval ; Christophe Bénaroya |
| Type de document : | ouvrage |
| Mention d'édition : | Adaptation from 5th French edition |
| Editeur : | Bruxelles : De Boëck, 2013 |
| ISBN/ISSN/EAN : | 978-2-8041-8267-0 |
| Format : | 499 p. |
| Langues: | Anglais |
| Sujets : |
[Delphes] Descripteurs > FONCTION ACHAT [Delphes] Descripteurs > MARKETING INDUSTRIEL |
| Résumé : | Reference Handbook in terms of interorganisational Marketing, written by experts from the field, Business to Business Marketing is adapting the Marketing fundamentals to the different BtoB contextes, for the three necessary steps: Surveys and Research Marketing, Strategic Marketing, and Operational Marketing, with the elaboration of the Offering, then the Communication policies. All main topics are analysed, from basics to Loyalty tools, including Customer Support and Customer Training programs, in the corporate field, as well the local authotities one. Some strengths: Surveys (Competitive Watching, Business detection, segmentation) Strategy (positioning, marketing plan and strategical tools) The shaping of the Offering (produit/service innovation, pricing, sales efficiency), its valorisation and the choices for a better visibility (communication, prescription, lobbying, networking), including the most recent tools of E-Communication. A specificity of the book is to enhance the important part played by the end-user for all types of Marketing and Relational BtoB strategies. Beside the Customer Organisation by itself, the authors propose a special focus on three other targets, and dedicated marketing approaches : The Employees of the Customer Organisation B to B to Employee (BtoBtoE) The Consumers of the Customer Organisation B to B to Consumer (BtoBtoC) The Users of the Customer Organisation (public services, transportation equipment...) B to Administration to User (BtoAtoU). The book underlines the necessary choice of a relevant E-Communication strategy, fitting with the different targets, and coherent with the other communication tools. The new drivers really are the necessity to take into account the numerous Stakeholders and the Relational Approach, for classical Industrial Marketing, for Project Marketing, as well as for Complex Selling contextes using the Internet tools and the « Social Selling ». Written to be educationnally efficient, this book is illustrated by numerous examples, chosen in the different Business Sectors, and from a lot of reference companies (IT, Telecom, Housing, Car Equipment, Aeronautics, Catering, Consultancy, etc.). It proposes questions and short Cases, to offer a Handbook attractive and efficient. |
Exemplaires (1)
| Code-barres | Cote | Support | Localisation | Section | Disponibilité |
|---|---|---|---|---|---|
| 00161000249250 | 121.55 MAL | Ouvrage | XL Library La Rochelle | Marketing | Disponible |
