Business-to-business marketing /
By: Brennan, Ross
Title By: Canning, Louise | McDowell, Raymond
Material type:
BookPublisher: Los Angeles : SAGE Ltd., c2017.Edition: 4th edition.Description: xviii, 391 p. : ill. ; 25 cm.ISBN: 9781473973442; 9781473973435Other title: Business to business marketing.Subject(s): Business marketing | Social media marketingDDC classification: 658.804 BR BU | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.804 BR BU (Browse shelf) | Available | T0056690 |
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| 658.804 BR BU Business-to-business marketing / | 658.804 BR BU Business-to-business marketing / | 658.804 BR BU Business-to-business marketing | 658.804 BR BU Business-to-business marketing / | 658.804 BU PR A practitioner's guide to account-based marketing : | 658.804 BU SI Business marketing : | 658.804 CO FU The fundamentals of business to business sales and marketing / |
Includes Internet access.
PART I Fundamentals of Business-to-Business Marketing Chapter 1 Business-to-Business Markets and Marketing Chapter 2 Buyer Behaviour Chapter 3 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 Glossary References.
Suitable for students taking B2B marketing modules, this title takes in both European and US approaches to form a balanced, globally minded text. It covers both the theory and practice of global business-to-business marketing. It also includes coverage of digital and social media marketing in the b2b environment, to reflect online developments.