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...
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|---|---|
| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles :
SAGE,
c2014.
|
| Edition: | 3rd edition. |
| Subjects: | |
| Online Access: | View in OPAC |
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| 952 | |0 0 |1 0 |2 ddc |4 0 |6 658_804000000000000_BRE |7 0 |9 8591 |a MAIN |b MAIN |c Open |d 2021-09-28 |l 0 |o 658.804 BRE |p 4156 |r 2024-07-23 08:43:23 |w 2021-09-28 |y BOOK | ||
| 999 | |c 3865 |d 3865 | ||
| 020 | |a 9781446273722 (hbk.) | ||
| 020 | |a 1446273725 (hbk.) | ||
| 020 | |a 1446273733 (pbk.) | ||
| 020 | |a 9781446273739 (pbk.) | ||
| 040 | |a UKMGB |c KABLIB |d KABLIB | ||
| 082 | 0 | 4 | |a 658.804 |2 23 |b BRE |
| 100 | 1 | |a Brennan, Ross, |d 1957- |e Author. |9 10237 | |
| 245 | 1 | 0 | |a Business-to-Business Marketing / |c Ross Brennan, Louise Canning, Raymond McDowell. |
| 250 | |a 3rd edition. | ||
| 264 | 1 | |a Los Angeles : |b SAGE, |c c2014. | |
| 300 | |a xx, 385 pages : |b illustrations ; |c 24 cm. | ||
| 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. |9 10238 | |
| 650 | 0 | |a Industrial marketing |v Case studies. |9 10239 | |
| 650 | 7 | |a Industrial marketing. |2 fast |0 (OCoLC)fst00971345 |9 10238 | |
| 650 | 7 | |a Business-to-Business-Marketing. |2 gnd |0 (DE-588)4631075-7 |9 10240 | |
| 650 | 7 | |a Marketing. |2 gnd |0 (DE-588)4037589-4 |9 10241 | |
| 655 | 7 | |a Case studies. |2 fast |0 (OCoLC)fst01423765 |9 3979 | |
| 700 | 1 | |a Canning, Louise, |e Joint Author. |9 10242 | |
| 700 | 1 | |a McDowell, Raymond, |e Joint Author. |9 10243 | |
| 942 | |2 ddc |c BOOK | ||