Business-to-business marketing

Forfatter:
Ross Brennan
Louise Canning
Raymond McDowell
This comprehensive yet concise text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. New to this edition: 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 ... PART I: Fundamentals of Business-to-Business Marketing Chapter 1: Business-to-Business Markets and Marketing Chapter 2: Buyer Behaviour Chapter Inter-firm Relationships and Networks PART II: Business-to-Business Marketing Analysis and Strategy Chapter 4: Responsible Business-to-Business Strategy Chapter 5: Researching Business-to-Business Markets Chapter 6: Business Market Segmentation PART III: Communicating and Interacting with Customers Chapter 7: Market Communication Chapter 8: Relationship Communication Chapter 9: Relationship Portfolios and Key Account Management PART IV: Managing Marketing Processes Chapter 10: Managing Product Offerings Chapter 11: Routes to Market Chapter 12: Price-setting in Business-to-Business Markets
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Business-to-business marketing (Engelsk)

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Bognummer: 
630509
Nota udgivelsesår: 
2015
Udgave: 
SAGE, 2014, (3. udgave)
ISBN: 
9781446273739

Emneord

Markedsføring
Business-to-business
65.5