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Business-to-Business Marketing.

Author: Ross Brennan; Louise E Canning; Raymond McDowell
Publisher: London : Sage Publications, 2010.
Series: Sage Advanced Marketing Series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
. The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined - Featuring updated case studies and a range of new examples - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues  Read more...
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Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Material Type: Document
Document Type: Book, Computer File
All Authors / Contributors: Ross Brennan; Louise E Canning; Raymond McDowell
ISBN: 9781446247785 1446247783
OCLC Number: 764572651
Description: 1 online resource (409 pages).
Contents: Cover; Contents; Acknowledgements; List of Figures; List of Tables; List of Abbreviations; Preface to the Second Edition; Companion Website; Part I --
Fundamentals of Business-to-Business Marketing; 1 Business-to-Business Markets and Marketing; 2 Buyer Behaviour; 3 Inter-firm Relationships and Networks; Part II --
Business-to-Business Marketing Analysis and Strategy; 4 Business-to-Business Marketing Strategy; 5 Researching business-to business markets; 6 Business Market Segmentation; Part III --
Communicating and Interacting with Customers; 7 Market Communication; 8 Relationship Communication.
Series Title: Sage Advanced Marketing Series.

Abstract:

Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to all students  Read more...

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