Ross Brennan, Louise Canning, Helen McGrath

Business-to-Business Marketing

• Broschiertes Buch

Produktbeschreibung

The leading, authoritative, comprehensive and only updated textbook for teaching and learning B2B Marketing!

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Produktdetails

• Verlag: Sage Publications Ltd
• 6 Revised edition
• Seitenzahl: 426
• Erscheinungstermin: 13. Februar 2024
• Englisch
• Abmessung: 246mm x 189mm x 23mm
• Gewicht: 916g
• ISBN-13: 9781529791501
• ISBN-10: 1529791502
• Artikelnr.: 68991532

Autorenporträt

Ross Brennan PhD was the former Professor of Industrial Marketing at the University of Hertfordshire. His areas of research interest included relationships and networks in business markets, macromarketing, social marketing and marketing education. Ross's work has been published in journals such as Journal of Business Research, Journal of Advertising Research, Marketing Theory, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Business-to-Business Marketing, Journal of Macromarketing and Journal of Marketing Education.

Inhaltsangabe

Part 1: Fundamentals of Business-to-Business Marketing
Chapter 1: Business-to-Business Markets and Marketing
Chapter 2: Buyer Behaviour
Chapter 3: Inter-firm Relationships and Networks
Part 2: Business-to-Business Marketing Analysis and Strategy
Chapter 4: Responsible Business-to-Business Strategy
Chapter 5: Researching Business-to-business Markets
Chapter 6: Business Market Segmentation
Part 3: Communicating and Interacting with Customers
Chapter 7: Market Communication
Chapter 8: Relationship Communication
Chapter 9: Relationship Portfolios and Key Account Management
Part 4: Managing Marketing Processes
Chapter 10: Managing Product Offerings
Chapter 11: Routes to Market
Chapter 12: Price-setting in Business-to-business Markets