Business to business Marketing

BUSINESS TO BUSINESS MARKETING - ASSIGNMENT NO. 1 Marketing has been refined as a function that concerns all activities impacting on a customer (Gronroos 1990). It is the process of planning and executing the conception of ideas, and the pricing, promotion and distribution of goods and services. A company operates in a dynamic environment and researches and understands its customer, in order to design a marketing mix that exerts influence over the market, causing a reaction from …

…PDoyle, P. (2000) 'Value-Based Marketing', John Wiley & Sons Ltd. References (not in a specific order) "PGummesson 'Total Relationship Marketing' (1999) "PZeiger (1999) "PFord (1997) "PPalm (1996) "PBrassington and Pettitt (2000) "PAnderson and Narus (1999) "PKrol (1999) "PHakansson (1983) "PBaker (1991) "PLuffman (1974) "PGronroos ( 1990) "PCunningham and White ( 1974) "Pwww.volvo.com "Pwww.michelin.co.uk "PAnderson, J.C., Narus, J.A. (1999), 'Managing marketing offerings, ch. 5 in Business Marketing Management, Prentice Hall. Appendices i) The Sheth Integrated Model of Industrial Buying Behaviour, P.W. Turnbull, Birmingham Business School.