This comprehensive yet concise text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. New to this edition: 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 This new edition also includes more extensive online resources including full lecturer materials with new exam questions and further materials for students including video links, open access links to recent and relevant SAGE journal articles, further cases and a quiz (www.sagepub.co.uk/brennan3e). 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. INDICE: Chapter 1: BUSINESS-TO-BUSINESS MARKETS AND MARKETINGChapter 2: BUYER BEHAVIOURChapter 3: INTER-FIRM RELATIONSHIPS AND NETWORKSChapter 4: RESPONSIBLE BUSINESS TO BUSINESS STRATEGYChapter 5: RESEARCHING BUSINESS-TO-BUSINESS MARKETSChapter 6: BUSINESS MARKET SEGMENTATIONChapter 7: MARKET COMMUNICATIONChapter 8: RELATIONSHIP COMMUNICATIONChapter 9: RELATIONSHIP PORTFOLIOS AND KEY ACCOUNT MANAGEMENTChapter 10: MANAGING PRODUCT OFFERINGSChapter 11: ROUTES TO MARKETChapter 12: PRICE-SETTING IN BUSINESS-TO-BUSINESS MARKETS
- ISBN: 978-1-4462-7373-9
- Editorial: SAGE Publications Ltd
- Encuadernacion: Rústica
- Páginas: 432
- Fecha Publicación: 15/04/2014
- Nº Volúmenes: 1
- Idioma:
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