000			03104nam a2200289Ia 4500
001			1245
008			230305s2013 xx 000 0 und d
020			_a9782804182670
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aBusiness to business marketing
260			_bDe Boeck, _c2013
300			_axix, 500 pages : illustrations ; 24 cm.
500			_afrom industrial to business marketing
520			_aReference handbook in terms of interorganisational marketing, written by experts from the field, this book is adapting the marketing fundamentals to diverse BtoB contexts. ; 'Business to Business Marketing' is the reference handbook for years in the French speaking countries. It encompasses the diverse BtoB contexts and combines the most recent academic research to the best business practices. ; ; Hence it is an operational guide to better adapt the marketing techniques and tools to professional targets. Written by experts, Business to Business Marketing provides all the steps of the Marketing Approach in an exhaustive and operational way: ; ; * The 'surveys marketing' (market watch, innovation management, segmentation) ; ; * The 'strategy marketing' (positioning, marketing plan and strategic matrices) ; ; * The 'operational marketing' dealing with the elaboration of the offering (innovative product/service, pricing, sales management),and its valorization (communication, lobbying, networking). ; ; Moreover this book is enhancing the increasing role played by the final user in the BtoB value chain. Beside the direct customer organization, three other target types are to be taken into account: ; ; * The employees of the customer organization - B to B to Employee (BtoBtoE) ; ; * The consumers of the customer organization - B to B to Consumer (BtoBtoC) ; ; * The users of the customer organization (energy, transportation utilities, administration...) - B to Administration to User (BtoAtoU). ; ; In the business context, customers and diverse stakeholders as well might be targeted, especially in project marketing environment, and complex selling processes, both in terms of relational and transactional activities. Additionally, the recent trends in e-communication are developed, including the use of Internet and Social Medias. ; ; Pedagogically oriented, the book is user-friendly, based on numerous examples and business cases, from different sectors and companies (IT, telecom, building industry, aeronautics, catering, car equipment, consultancy, etc.). It presents a lot of visual illustrations. Each chapter encompasses questions and a dedicated business case, delivering an efficient and attractive handbook.
590			_bIncludes bibliographic references and an index.
630			_aHF COMMERCE _914
653			_aBibliography MSc - Marketing Management: Account-Based Marketing
700			_aMalaval, Philippe _eAuthor _91558
700			_aBenaroya, Christophe _eAuthor _91347
902			_a391
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9782804182670.jpg
942			_a1 _2ddc
999			_c1251 _d1251