Business-to-business marketing /
Brennan, Ross
Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell. - 4th edition. - Los Angeles, etc. : SAGE, 2017. - xvii, 391 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Pt. 1. Fundamentals of Business-to-Business Marketing --
Ch. 1. Business-to-Business Markets and Marketing --
Ch. 2. Buyer Behaviour --
Ch. 3. Inter-Firm Relationships and Networks --
Pt. 2. Business-to-Business Marketing Analysis and Strategy --
Ch. 4. Responsible Business-to-Business Strategy --
Ch. 5. Researching Business-to-Business Markets --
Ch. 6. Business Market Segmentation --
Pt. 3. Communicating and Interacting with Customers --
Ch. 7. Market Communication --
Ch. 8. Relationship Communication --
Ch. 9. Relationship Portfolios and Key Account Management --
Pt. 4. Managing Marketing Processes --
Ch. 10. Managing Product Offerings --
Ch. 11. Routes to Market --
Ch. 12. Price-Setting in Business-to-Business Markets.
Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition:
- Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments
- Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015)
- Includes new 'scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.
The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life.
9781473973442
Industrial marketing--Case studies
658.804
Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell. - 4th edition. - Los Angeles, etc. : SAGE, 2017. - xvii, 391 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Pt. 1. Fundamentals of Business-to-Business Marketing --
Ch. 1. Business-to-Business Markets and Marketing --
Ch. 2. Buyer Behaviour --
Ch. 3. Inter-Firm Relationships and Networks --
Pt. 2. Business-to-Business Marketing Analysis and Strategy --
Ch. 4. Responsible Business-to-Business Strategy --
Ch. 5. Researching Business-to-Business Markets --
Ch. 6. Business Market Segmentation --
Pt. 3. Communicating and Interacting with Customers --
Ch. 7. Market Communication --
Ch. 8. Relationship Communication --
Ch. 9. Relationship Portfolios and Key Account Management --
Pt. 4. Managing Marketing Processes --
Ch. 10. Managing Product Offerings --
Ch. 11. Routes to Market --
Ch. 12. Price-Setting in Business-to-Business Markets.
Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition:
- Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments
- Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015)
- Includes new 'scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.
The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life.
9781473973442
Industrial marketing--Case studies
658.804