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Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition: Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms | New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen | Updated online resources for instructors to use and share in their teaching with…mehr
Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition:
Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms
New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen
Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor's manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter
The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland.
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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 I: 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 II: 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 III: Communicating and Interacting with Customers Chapter 7: Market Communication Chapter 8: Relationship Communication Chapter 9: Relationship Portfolios and Key Account Management PART IV: Managing Marketing Processes Chapter 10: Managing Product Offerings Chapter 11: Routes to Market Chapter 12: Price-setting in Business-to-Business Markets
