Business-to-business Marketing

Ross Brennan, Louise Canning, Raymond McDowell - Collection Advanced Marketing series

360 pages, parution le 23/03/2007

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Résumé

Is there really a difference between business-to-business marketing and consumer marketing?

This book helps students answer this question by examining views that argue B2B marketing is simply a variant of consumer marketing or is only concerned with inter-organizational relationship management.

Written from an European perspective and recognizing that organizational markets can be very different, the ideas and examples used in this book are based on the latest research and scholarship. Chapters include learning outcomes and objectives, discussion questions and small cases to help readers consolidate their learning.

Sommaire

Business-to-Business Markets and Marketing
Buyer Behaviour
Inter-firm Relationship and Networks
Business-to-Business Marketing Strategy
Researching Business-to-Business Markets
Business Markets Segmentation
Market Communication
Relationship Communication
Relationship Portfolio Management
Managing Product Offerings
Routes to Market
Price-Setting in Business-to-Business Markets

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Caractéristiques techniques

	PAPIER
Éditeur(s)	SAGE Publications
Auteur(s)	Ross Brennan, Louise Canning, Raymond McDowell
Collection	Advanced Marketing series
Parution	23/03/2007
Nb. de pages	360
Format	17 x 24
Couverture	Broché
Poids	654g
Intérieur	Noir et Blanc
EAN13	9781412919708
ISBN13	978-1-4129-1970-8