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Business-to-business marketing /
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 so...
| Main Author: | |
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| Other Authors: | , |
| Format: | Printed Book |
| Published: |
California:
Sage,
2014.
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| Edition: | 3rd. ed. |
| Subjects: | |
| Online Access: | https://www.amazon.com/Business-Business-Marketing-Ross-Brennan/dp/1446273733#reader_1446273733 |
| LEADER | 02681cam a22002657i 4500 | ||
|---|---|---|---|
| 999 | |c 122240 |d 122240 | ||
| 020 | |a 9781446273739 | ||
| 082 | 0 | 4 | |a 658.804 |b Q4 |
| 100 | 1 | |a Brennan, Ross. |9 64964 | |
| 245 | 1 | 0 | |a Business-to-business marketing / |c Ross Brennan, Louise Canning and Raymond McDowell. |
| 250 | |a 3rd. ed. | ||
| 260 | |a California: |b Sage, |c 2014. | ||
| 300 | |a xx, 385 p. : |b illustrations ; | ||
| 500 | |a Previous edition: 2011. | ||
| 504 | |a Includes bibliographical references (pages 355-373) and index. | ||
| 505 | 0 | |a 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. | |
| 520 | |a 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. | ||
| 650 | 0 | |a Industrial marketing-Case studies. |9 64965 | |
| 650 | 7 | |a Business-to-Business-Marketing. |9 64966 | |
| 650 | 7 | |a Marketing-Case studies. |9 65331 | |
| 700 | 1 | |a Canning, Louise. |9 64968 | |
| 700 | 1 | |a McDowell, Raymond. |9 64969 | |
| 856 | |u https://www.amazon.com/Business-Business-Marketing-Ross-Brennan/dp/1446273733#reader_1446273733 | ||
| 942 | |c BK | ||
| 952 | |0 0 |1 0 |4 0 |6 658_804000000000000_Q4 |7 0 |9 118988 |a MGUL |b MGUL |c GEN |d 2017-03-20 |e Calicut Book Distributors Inv.No.10837 Dated 18/02/2017 |g 3657.33 |l 0 |o 658.804 Q4 |p 56968 |r 2017-03-27 |y BK | ||