Ellis, Nick, 1960-
Business-to-business marketing : relationships, networks & strategies / by Nick Ellis. - Oxford : Oxford University Press, c2011. - xxvii, 351 p. : ill. ; 24 cm.
Includes bibliographical references and index. Business to Business Marketingprovides a comprehensive introduction to the main theoretical and managerial issues in B2B marketing, increasing students' awareness of its significance in both local and global modern economies. Organized into four parts, this innovative text shows how B2B marketing entails managing the complex network of buying and selling relationships between organizations. It includes detailed discussions of the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines such issues as e-commerce in B2B markets, key account management, and supply-chain ethics. The author carefully interweaves theoretical material with a series of long and short case examples. FEATURES: **Incorporates a wide range of pedagogical aids including: *"Mini-cases"from a variety of international contexts *"Voices" text boxesfeaturing insights from practitioners, who discuss the challenges they face *"Number-crunching" boxesthat highlight how an organization's sales, profits, and number of workers depend on successful B2B marketing *"Food for Thought" boxesencouraging students to think about the recommendations in the text *Longer case studiesthat illustrate specific marketing issues * Integrates cases and examples from companies operating in various markets around the world * Addresses hot B2B-related topics including fair trade, retailer power, overseas sourcing, and green marketing * Relates B2B marketing to business-to-consumer marketing * Shows how to optimize the benefit from business networks and manage potential risks from these relationships * A Companion Website contains numerous resources for students and instructors (click link at upper right.
This exciting new title provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It raises readers' awareness of the significance of B2B marketing in modern economies, in both local and global contexts.The book shows that B2B marketing is about managing the complex network of buying and selling relationships between organizations. The text includes detailed discussions concerning the role of individual managers and the organizations they represent; outlines possible managerial solutions to commonB2B marketing dilemmas; and examines issues such as e-commerce in B2B markets, key account management and supply-chain ethics. Theoretical discussion is carefully interwoven with a series of long and short case examples.The text is organized in four parts. Part one - the organizational marketing context; part two - inter-organizational relationships and networks; part three - business marketing planning; and part four - business marketing programmes.A range of pedagogical features aid understanding: 'mini cases' from a variety of international contexts; 'voices' of practitioner talking about the problems they face; 'number crunching' boxes highlight how an organizations sales, profits, numbers of workers depend on successful B2B marketing;'food for thought' boxes encourage students to think about the recommendations in the text; and longer case studies illustrate specific marketing issues.Online Resource Centre:Student resources:* Additional cases with accompanying questions* Web links* Additional recommendations for further readingLecturer resources:* Teaching plans for different types of module/course delivery for PG and UG level* Lecturer notes on how to best use the text and the online materials* Suggested answers to end-of-chapter summary questions and further topics highlighted for discussion and debate.* Comments on the book's cases and case questions. Comments include brief suggested answers and further topics related to the case for seminar discussion* Downloadable PowerPoint slides including all figures from the text.* Additional seminar/tutorial questions/exercises* Additional assignment questions* Additional examination questions
9780199551682
Industrial marketing.
Business-to-business marketing : relationships, networks & strategies / by Nick Ellis. - Oxford : Oxford University Press, c2011. - xxvii, 351 p. : ill. ; 24 cm.
Includes bibliographical references and index. Business to Business Marketingprovides a comprehensive introduction to the main theoretical and managerial issues in B2B marketing, increasing students' awareness of its significance in both local and global modern economies. Organized into four parts, this innovative text shows how B2B marketing entails managing the complex network of buying and selling relationships between organizations. It includes detailed discussions of the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines such issues as e-commerce in B2B markets, key account management, and supply-chain ethics. The author carefully interweaves theoretical material with a series of long and short case examples. FEATURES: **Incorporates a wide range of pedagogical aids including: *"Mini-cases"from a variety of international contexts *"Voices" text boxesfeaturing insights from practitioners, who discuss the challenges they face *"Number-crunching" boxesthat highlight how an organization's sales, profits, and number of workers depend on successful B2B marketing *"Food for Thought" boxesencouraging students to think about the recommendations in the text *Longer case studiesthat illustrate specific marketing issues * Integrates cases and examples from companies operating in various markets around the world * Addresses hot B2B-related topics including fair trade, retailer power, overseas sourcing, and green marketing * Relates B2B marketing to business-to-consumer marketing * Shows how to optimize the benefit from business networks and manage potential risks from these relationships * A Companion Website contains numerous resources for students and instructors (click link at upper right.
This exciting new title provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It raises readers' awareness of the significance of B2B marketing in modern economies, in both local and global contexts.The book shows that B2B marketing is about managing the complex network of buying and selling relationships between organizations. The text includes detailed discussions concerning the role of individual managers and the organizations they represent; outlines possible managerial solutions to commonB2B marketing dilemmas; and examines issues such as e-commerce in B2B markets, key account management and supply-chain ethics. Theoretical discussion is carefully interwoven with a series of long and short case examples.The text is organized in four parts. Part one - the organizational marketing context; part two - inter-organizational relationships and networks; part three - business marketing planning; and part four - business marketing programmes.A range of pedagogical features aid understanding: 'mini cases' from a variety of international contexts; 'voices' of practitioner talking about the problems they face; 'number crunching' boxes highlight how an organizations sales, profits, numbers of workers depend on successful B2B marketing;'food for thought' boxes encourage students to think about the recommendations in the text; and longer case studies illustrate specific marketing issues.Online Resource Centre:Student resources:* Additional cases with accompanying questions* Web links* Additional recommendations for further readingLecturer resources:* Teaching plans for different types of module/course delivery for PG and UG level* Lecturer notes on how to best use the text and the online materials* Suggested answers to end-of-chapter summary questions and further topics highlighted for discussion and debate.* Comments on the book's cases and case questions. Comments include brief suggested answers and further topics related to the case for seminar discussion* Downloadable PowerPoint slides including all figures from the text.* Additional seminar/tutorial questions/exercises* Additional assignment questions* Additional examination questions
9780199551682
Industrial marketing.