Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell.  (Text) (Text)

Brennan, Ross, 1957-
Canning, Louise | McDowell, Raymond
Call no.: HF5415.13 .B6987 2020Publication: [Los Angeles] : Sage, 2020Edition: 5th edDescription: xiv, 405 p. : col. ill., tables, mapsNotes: Includes bibliographical references and index.ISBN: 9781526494399 (pbk.)Subject(s): Marketing -- ManagementIndustrial marketingIndustrial marketing -- Case studiesLOC classification: HF5415.13 | .B6987 2020
Contents:Part I Fundamentals of Business-to-Business Marketing -- 1 Business-to-Business Markets and Marketing -- 2 Buyer Behaviour -- 3 Inter-Firm Relationships and Networks -- Part II Business-to-Business Marketing Analysis and Strategy -- 4 Responsible Business-to-Business Strategy -- 5 Researching Business-to-Business Markets -- 6 Business Market Segmentation -- Part III Communicating and Interacting with Customers -- 7 Market Communication -- 8 Relationship Communication -- 9 Relationship Portfolios and Key Account Management -- Part IV Managing Marketing Processes -- 10 Managing Product Offerings -- 11 Routes to Market -- 12 Price-Setting in Business-to-Business Markets.
Summary: Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.
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General Books General Stacks HF5415.13 .B6987 2020 (เรียกดูชั้นหนังสือ) ยืมออก 04/01/2022 31379016165020
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Includes bibliographical references and index.

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

Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.

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