- Paperback: 736 pages
- Publisher: McGraw-Hill Higher Education; 4 edition (1 July 2008)
- Language English
- ISBN-10: 0071263438
- ISBN-13: 978-0071263436
- Product Dimensions: 25 x 20 x 3 cm
- Amazon Bestsellers Rank: 811,196 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Business Marketing, 4e is targeted at the undergraduate Business Marketing course to students who want to succeed in business to business marketing. This edition combines a theory-driven yet hands-on approach to show students how to make profitable and quality business marketing decisions. This well known text introduces the concepts of marketing to businesses and stresses the importance of customer relationship and knowledge management.
From the Publisher
Dwyer/Tanner include comprehensive coverage of how marketing fits in and contributes to every organization. This integrated coverage emphasizes to the student that marketing is part of everything the organization does. While the text is based in theory, it has practical applications and materials from all business disciplines integrated throughout so students can strengthen their abilities to practice business marketing and apply the learned theories to real-life situations.
Technology is emphasized throughout, via web sites for all chapter-opening profiles and Web exercises at the end of each chapter, showing the student how the web has become an important part of business marketing.
The text stresses an emphasis on growing business from current customers the only book that intentionally emphasizes current customers throughout the text but expecially in the Marketing Opportunities chapter and the Developing and Managing Products chapter, along with a Customer Retention center. Also included is the strongest Integrated Marketing Communications chapter available in any Business Marketing text. This IMC chapter helps the student to see how all parts of the firm come together to create and implement a successful marketing plan.
The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books.
Unique chapters: Weaving Marketing into the Fabric of the Firm; Integrating Marketing Communications; The One to One Media; and Customer Retention and Maximization; One to One Marketing chapter discusses electronic marketing and other forms of direct communication.
Other pedagogical features include: Each chapter opens with a company or industry profile that is then used as a running example throughout the chapter to show the student how concepts learned apply to real-life situations; Business 2 Business feature - two per chapter- this feature encourages students to incorporate what they are learning to how it is applied in B2B situations; From the Field feature - two per chapter with one globally focused, provide real life examples of business marketing to show business marketing concepts in practice.
Updated Caselets and full-length cases - these support the theory-base with practical applications Eleven of these cases are unique to this text and 5 international cases are included. --This text refers to an out of print or unavailable edition of this title.
Technology is emphasized throughout, via web sites for all chapter-opening profiles and Web exercises at the end of each chapter, showing the student how the web has become an important part of business marketing.
The text stresses an emphasis on growing business from current customers the only book that intentionally emphasizes current customers throughout the text but expecially in the Marketing Opportunities chapter and the Developing and Managing Products chapter, along with a Customer Retention center. Also included is the strongest Integrated Marketing Communications chapter available in any Business Marketing text. This IMC chapter helps the student to see how all parts of the firm come together to create and implement a successful marketing plan.
The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books.
Unique chapters: Weaving Marketing into the Fabric of the Firm; Integrating Marketing Communications; The One to One Media; and Customer Retention and Maximization; One to One Marketing chapter discusses electronic marketing and other forms of direct communication.
Other pedagogical features include: Each chapter opens with a company or industry profile that is then used as a running example throughout the chapter to show the student how concepts learned apply to real-life situations; Business 2 Business feature - two per chapter- this feature encourages students to incorporate what they are learning to how it is applied in B2B situations; From the Field feature - two per chapter with one globally focused, provide real life examples of business marketing to show business marketing concepts in practice.
Updated Caselets and full-length cases - these support the theory-base with practical applications Eleven of these cases are unique to this text and 5 international cases are included. --This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews on Amazon.com (beta)
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5 reviews
12 of 15 people found the following review helpful
looks great - but is not functional
11 May 2003
Format:Hardcover
To high price for the basic marketing the book contains - written with way to many words. As a student I dislike wasting time reading more than I need and pay for more than I get.
2 of 2 people found the following review helpful
Easily the most boring marketing books ever written
16 Nov 2010
Format:Hardcover|Amazon Verified Purchase
Imagine you are 8 years old again visiting a brand new theme park. As you walk up to the gates gleaming with excitement, the doors creak open, and instead of a theme park there is a dry, desolate desert of cement. That is exactly how this book feels. Marketing in the modern era shouldn't be boring, yet this book has successfully make a thrilling topic as dry as toast in August, and just as non-palettable.
At least the previous edition had some color, this edition is completely monochromatic. I can only imagine how delightful the fifth edition will be in pure black and white.
At least the previous edition had some color, this edition is completely monochromatic. I can only imagine how delightful the fifth edition will be in pure black and white.
Well written by people who know business marketing!
3 Jan 2012
Format:Hardcover
I am a professor of business who chooses a textbook carefully. My focus is on well written material authored by people who have performed the tasks themselves. This text is one of the best. It is a superior business marketing introductory text with good supporting material. Business marketing covers a lot of new information for the young marketing student. These authors do an excellent job balancing what material is discussed and the depth they cover each of the subjects. I believe both the teacher and the students will enjoy the book. Buying the textbook from Amazon.com is far cheaper than the typical college bookstore. I recommend Amazon.com to all my students.
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