Business-to-business marketing / Ross Brennan, Louise Canning and Raymond McDowell.
Publication details: California: Sage, 2014.Edition: 3rd. edDescription: xx, 385 p. : illustrationsISBN:- 9781446273739
- 658.804 Q4
Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Books | Mahatma Gandhi University Library General Stacks | 658.804 Q4 (Browse shelf(Opens below)) | Available | 56968 |
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658.802 Q3 Marketing communications: | 658.802 Q4 Events as a strategic marketing tool / | 658.802 Q5 Marketing communications / | 658.804 Q4 Business-to-business marketing / | 658.810 1 Q0 Strategic marketing : | 658.81 P1 Sales management/ | 658.81 P3 Management of a sales force/ |
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.
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