Business marketing management in a Business-to-Business context
9781774695708
296 pages
Arcler Education Inc
Overview
Marketers seeking to serve the needs of organizations rather than households face specific challenges and opportunities. Business-to-business customers represent a lucrative and complex market that deserves a separate analysis. This corporate marketing volume provides an ideal platform to deepen readers' understanding of the competitive realities of global markets, customer relationship management and cross-sectional decision-making processes, supply chain management, e-commerce, and related fields. These core content areas resonate with business stakeholders and directly address important educational priorities. Second, the volume provides a perfect tool for examining the unique characteristics of the high-tech market and identifying the unique challenges facing marketing strategies in this field. E-commerce is also entirely within the category of commercial markets. In fact, the opportunity for e-commerce in the business-to-business market is estimated to be many times larger than the opportunity that exists in the business-to-consumer market. This volume highlights the similarities between consumer goods and business-to-business marketing, and details where to start. Special attention is given to market analysis, an organization's purchasing behavior, customer relationship management, supply chain management, and the subsequent adjustment of elements of marketing strategies used to reach an organization's customers.
Author Bio
D.P. Warne is currently senior professor and Dean, Faculty of Commerce and Management, Chaudhary Devi Lal University, Sirsa. He did his Master's program from Guru Nanak Dev University and PhD from Punjab Agricultural University, Ludhiana. He started his career as an officer at Duke Fabrics. His love for teaching however, made him to resign this position. Presently, he is university proctor, Dean (International Relations), Director (consultancy cell), University Librarian, Member (Executive Council) and Member (Academic Council). He has served for more than 10 years as head of department and Dean, Faculty. He is a memeber of many acadmic and professional bodies. He has teaching, research and industrial experience of 30 years. He has published seventy papers in national and international journals of repute and also has participated in seminars, workshops and conferences.
