Daniel Michel

Business-To-Business Marketing

• Broschiertes Buch

Produktbeschreibung

This text is an adaptation of a successful French text which is now into its second edition. A major strength of this text is the European perspective it offers on managing business to business markets, as an alternative to the traditional American view. The text is based on sound theoretical foundations and the approaches presented have been tried in a variety of business settings.
Aimed at final year marketing students, specializing in business to business or industrial marketing, MBA students and Marketing practitioners, the text is both academically rigorous and has a strong practical focus.
The text is one of only a few books in the market place, that caters specifically for students taking a business to business module as part of their degree programme.

Table of contents:
Competitiveness, Marketing and Business-to-Business Marketing
Business-to-Business Markets and Customers
Understanding Industrial Purchasing
Markets and Supplier Strategy
Segmentation and Marketing Strategy
Information and Information Systems
Offer design and Management
Market Access and Customer Management
Advertising and Publicity
The Marketing of Innovative Technologies
Services Marketing
Project Marketing
The Role and Organisation of Marketing
Customer Position, Market Position, Marketing Strategies and Planning

Produktdetails

• Verlag: Palgrave Macmillan
• 2nd edition
• Englisch
• ISBN-13: 9780333921951
• ISBN-10: 033392195X
• Artikelnr.: 26706117

Autorenporträt

DANIEL MICHEL is Professor of Marketing at EM Lyon.

PETER NAUDÉ is Professor of Marketing at University of Bath.

ROBERT SALLE is a Director of Research at EMLyon.

JEAN-PAUL VALLA is a Director of Research at EMLyon.