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PATTI, CHARLES H. Business to Business Advertising - a Marketing Management Appr

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Very Good

Price:

GBP 20.64

ApproximatelyS$ 35.18

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Located in: Galway IE, United Kingdom

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Estimated between Wed, 22 May and Mon, 10 Jun to 43230

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mwbooks2 (3340)
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eBay item number:305514384273

Last updated on Apr 16, 2024 17:15:17 SGTView all revisionsView all revisions

Item specifics

Condition: Very Good: A book that has been read but is in excellent condition. No obvious damage to the cover, ... Very Good: A book that has been read but is in excellent condition. No obvious damage to the cover, with the dust jacket included for hard covers. No missing or damaged pages, no creases or tears, and no underlining/highlighting of text or writing in the margins. May be very minimal identifying marks on the inside cover. Very minimal wear and tear. See all condition definitionsopens in a new window or tab

Binding: Hardcover

Book Title: Business to Business Advertising - a Marketing Management Approa

ISBN: 9780844234717

Publication Year: 1991

Type: Textbook

Format: Hardcover

Language: English

Publication Name: Business to Business Advertising

Item Height: 241mm

Author: Steven Hartley, Charles Patti, Susan Kennedy

Publisher: Mcgraw-Hill Education

Item Width: 196mm

Subject: Advertising

Item Weight: 757g

Number of Pages: 304 Pages

About this product

Product Information

Why are proven advertising principles that work well in consumer marketing so difficult to apply to business-to-business marketing? Because advertisers do not understand what makes decison makers in organizations buy. This book provides the answers to business-to-business buying behavior and shows how to position your products and services for maximum sales. The authors set advertising within the broader contexts of marketing and corporate strategy and lead decision makers through the development of effective business-to-business advertising programs. Pre-Campaign Decisions Part One explains how to analyze business-to-business markets, identify potentially profitable segments, and position products and services to satisfy the diverse needs of customers. By tying advertising objectives to marketing and corporate goals, the book shows how to set a campaign budget that links advertising to increased sales. Campaign Decisions Part Two argues that the need to be creative in generating and implementing campaign ideas is as strong in the business-to-business sector as in consumer advertising. A chapter on media planning helps you evaluate and select the media mix that will best communicate your messages to key buyers in organizations. Post-Campaign Decisions Does increased advertising always lead to increased sales? Part Three shows you how to measure the effects of the three components of a campaign--money, media, and message. The final chapter explains how you can boost productivity by improving communications between marketing management and advertising specialists. A comprehensive selection of readings on current issues by top advertising professionals makes this book a complete, hands-on tool for all business-to-business marketers.

Product Identifiers

Publisher

Mcgraw-Hill Education

ISBN-13

9780844234717

eBay Product ID (ePID)

90989456

Product Key Features

Author

Steven Hartley, Charles Patti, Susan Kennedy

Publication Name

Business to Business Advertising

Format

Hardcover

Language

English

Subject

Advertising

Publication Year

1991

Type

Textbook

Number of Pages

304 Pages

Dimensions

Item Height

241mm

Item Width

196mm

Item Weight

757g

Additional Product Features

Title_Author

Susan Kennedy, Charles Patti, Steven Hartley

Country/Region of Manufacture

United States

Item description from the seller

Business seller information

Value Added Tax Number:

GB 297887708
IE 6402786L

Seller assumes all responsibility for this listing.

eBay item number:305514384273

Last updated on Apr 16, 2024 17:15:17 SGTView all revisionsView all revisions

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Item location:

Galway IE, United Kingdom

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Afghanistan, Africa, Albania, Azerbaijan Republic, Bangladesh, Belarus, Central America and Caribbean, India, Indonesia, Kazakhstan, Kyrgyzstan, Libya, Macedonia, Middle East, Moldova, Mongolia, Montenegro, Nauru, Pakistan, Philippines, Russian Federation, Somalia, South America, Sri Lanka, Taiwan, Tajikistan, Thailand, Turkmenistan, Ukraine, Uzbekistan, Yemen

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Free postage	United States	Standard Postage (Standard Int'l Postage)	Estimated between Wed, 22 May and Mon, 10 Jun to 43230

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