Every project and business initiative has two cri... more

Every project and business initiative has two critical dimensions: technical performance (i.e., delivering rsults) and interaction management (i.e., managing relationships). Every interaction counts, and every interaction is remembered. Just as you respond to good and bad service as a consumer, so does each of your clients. This book contains the tools and techniques to turn client relationships into a competitive advantage for you and your organization.... less

The field of industrial or business to business m... more

The field of industrial or business to business marketing is gaining importance and continues to be challenging for several reasons. The factors that have contributed to the growth in this field include: Intensifying competition and expanding markets with ongoing globalization Fast growing e-commerce applications and opportunities Evolving customer-centric and ethical marketing philosophies Increasing emphasis on knowledge and innovation based strategies Rising importance of high-tech businessesA growing number of business schools offer a course in industrial marketing. Several scholars and marketing executives are contributing to the advancement of theory and practice. This textbook is designed with several features and seeks to serve both practitioners as well as management students.... less

The preservation, conservation, and protection of... more

The preservation, conservation, and protection of our physical or green environment (i.e., environmentalism) pose a crucial challenge to business. Many executives believe that environmentalism will become one of the critical issues organizations will need to integrate into their activities for successful operations in the twenty-first century. Hence, concern over the environment has emerged as an important topic in the practice of marketing.The articles included in this book are both conceptual and empirical in nature, and represent the broad spectrum of work being undertaken in this topical area. The main objective of this book is to introduce readers to a number of green marketing issues. The materials included are presented to assist both practitioners and academics to better understand the implications of green marketing.... less

The key to success in business is planning. And t... more

The key to success in business is planning. And the key to successful planning is using a proven format to analyze a products marketability. Market Opportunity Analysis: Text and Cases guides you step-by-step through the complicated process of determining the feasibility of marketing a new product or service. Using ten real-life case studies with sample reports of actual analyses, the book examines the factors that influence feasibility analyses, including external considerations (market size, competition, technology, inflation and the economy, government regulations, political conditions, social change), internal factors (purpose, corporate objectives, resources), and financial considerations (revenue estimates, cost estimates, return on investment). The authors of this unique book combine decades of practical experience in market research, strategic management, consumer behavior, and new venture creation to help you develop the analytical skills you need to focus on what needs to be doneand how to do it.... less