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.
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| Edition: | 3rd edition. |
| Subjects: | |
| Online Access: | View in OPAC |
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Table of Contents:
- 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.