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Using a hands-on approach, this text offers coverage of the environmental, organizational and managerial variables marketers face in business-to-business markets. Drawing on the literature in the field, and his own experiences, Eckles covers the operations, unique factors, and complexities involved in the marketing of business products and services to organizational customers. The text includes discussions of such topics as buyer-seller relations, database marketing, desktop publishing, channel aids, marketing research, sales forecasting, targetting, international services, pricing strategies and promotional strategies as they relate to personal selling, sales management, trade shows, advertising, public relations, direct marketing, telemarketing and sales promotion. It also includes coverage of "marketing warfare". The text includes case studies, and end-of-chapter exercises and questions.
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Descripción Prentice-Hall, 1990. Condición: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In poor condition, suitable as a reading copy. Nº de ref. del artículo: 5627927
Descripción Prentice-Hall, 1990. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Nº de ref. del artículo: 6850282