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Havaldar, Krishna K

B2B marketing: text and cases / Krishna K Havaldar, Shailendra Dasari - 5th ed. - New Delhi : McGraw Hill Publication, 2024. - xxx, 565 pages : 24 cm.

1. Introduction to B2B Marketing and Markets
2. Understanding Business Markets and the Environment
3. Organizational Buying Behavior
4. Managing B2B Customer Relationships
5. Researching B2B Markets
6. Segmenting, Targeting and Positioning in Business Markets
7. Managing Products and Brands for Business Markets
8. Managing New Industrial Product Development, Innovation, Competition and Technology Adoption Life Cycle
9. Managing Services for Business Markets
10. Managing Business Marketing Channels and Supply Chains
11. Managing Personal Selling Function for Business Markets
12. Communicating with B2B Markets
13. Pricing for Business Markets
14. Planning, Implementation, and Control for a B2B Marketing Company
15. Technology-Enabled B2B Marketing
16. International B2B Marketing Case-chapter Matrix for Integrated Cases
Glossary of Key-Terms
Index

ISBN: 9789390185597

Subjects--Topical Terms:
Business to Business--Marketing

Dewey Class. No.: 658.804 / HAV