Business-to-business marketing /
Brennan, Ross, 1957-
Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell. - 3rd edition. - xx, 385 pages : illustrations ; 24 cm
Previous edition: 2011.
Includes bibliographical references (pages 355-373) and index.
Machine generated contents note: pt. I Fundamentals of Business-to-Business Marketing -- 1.Business-to-Business Markets and Marketing -- 2.Buyer Behaviour -- 3.Inter-Firm Relationships and Networks -- pt. II Business-to-Business Marketing Analysis and Strategy -- 4.Responsible Business-to-Business Strategy -- 5.Researching Business-to-Business Markets -- 6.Business Market Segmentation -- pt. III Communicating and Interacting with Customers -- 7.Market Communication -- 8.Relationship Communication -- 9.Relationship Portfolios and Key Account Management -- pt. IV Managing Marketing Processes -- 10.Managing Product Offerings -- 11.Routes to Market -- 12.Price-Setting in Business-to-Business Markets.
This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate social responsibility ; More visual features and an update of the B2B Snapshots ; New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.
9781446273739
2013951801
GBB410764 bnb
016612525 Uk
Industrial marketing.
Industrial marketing--Case studies.
Industrial marketing.
Business-to-Business-Marketing.
Marketing.
Case studies.
HF5415.1263 / .B74 2014
658.804
Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell. - 3rd edition. - xx, 385 pages : illustrations ; 24 cm
Previous edition: 2011.
Includes bibliographical references (pages 355-373) and index.
Machine generated contents note: pt. I Fundamentals of Business-to-Business Marketing -- 1.Business-to-Business Markets and Marketing -- 2.Buyer Behaviour -- 3.Inter-Firm Relationships and Networks -- pt. II Business-to-Business Marketing Analysis and Strategy -- 4.Responsible Business-to-Business Strategy -- 5.Researching Business-to-Business Markets -- 6.Business Market Segmentation -- pt. III Communicating and Interacting with Customers -- 7.Market Communication -- 8.Relationship Communication -- 9.Relationship Portfolios and Key Account Management -- pt. IV Managing Marketing Processes -- 10.Managing Product Offerings -- 11.Routes to Market -- 12.Price-Setting in Business-to-Business Markets.
This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate social responsibility ; More visual features and an update of the B2B Snapshots ; New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.
9781446273739
2013951801
GBB410764 bnb
016612525 Uk
Industrial marketing.
Industrial marketing--Case studies.
Industrial marketing.
Business-to-Business-Marketing.
Marketing.
Case studies.
HF5415.1263 / .B74 2014
658.804