Text

Business marketing: connecting strategy, relationship, and learning

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Connecting Strategy, Relationships, and Learning. What makes this edition different, necessary? For this edition, we had several goals: Expand the coverage of services and focus on the concept of "offerings" rather than product or services. This coverage is consistent with a service dominant logic of marketing. Give students a glimpse of who does marketing so they can see what their options are. One From the Field in each chapter is now a personal profile, written by a marketing practitioner about what he or she does. These boxes are also integrated into the chapter content in an effort to pique student curiosity and encourage reading of the sidebars. Focus students on consideration of ethics; we accomplished this objective by developing ethics-based discussion questions for each chapter, in addition to expanding coverage in the chapter. Each chapter also has at least one Business 2 Business box that considers ethics in relation to that chapter. Incorporate more international or global examples and topics. This text has always been well received in Europe and Asia; the requests for more global coverage come from U.S. users. We've accomplished this goal in two ways. First, one From the Field in each chapter has global examples or covers a topic of global importance. Second, we've expanded global examples within chapters. Update pedagogical features such as discussion questions, caselets, and cases. You will find at least several new discussion questions and a new caselet in each chapter. New cases, original to the text. In this edition there are six new cases, all original to this text. Cases are hard to come by, especially good ones. We hope you agree that these are the good ones!

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.8 ROB b

Penerbit

New York : McGraw-Hill., 2009

Deskripsi Fisik

xxv+678 hlm.: 20x25 cm

Bahasa

English

ISBN/ISSN

9780071263436

Klasifikasi

658.8

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Ed. 4

Subjek

marketing
Manajemen Distribusi

Info Detail Spesifik

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Pernyataan Tanggungjawab

F. Robert Dwyer dan John F. Tanner

Versi lain/terkait

Lampiran Berkas

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