Business-to-business marketing
Brennan and Canning 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. New to the fifth edition: Coverage throughout of digital transformation and social responsibility in business markets, 'scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles, examples and case studies cov…
Read More ↓Title Statements
- Full title :Business-to-business marketing.
Summary
Brennan and Canning 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. New to the fifth edition: Coverage throughout of digital transformation and social responsibility in business markets, 'scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles, examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the B2B marketing environment, further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger, updated online resources, including author-selected SAGE journal articles and videos supporting each chapter.
Read More ↓Edition Statements
- Publication Date:2020.
- Edition:5th edition
Publication Statements
- Publisher(s):SAGE Publications
- Place of Publication:London
- Language:eng
- Publication Date:2020.
The Physical Object
- Description:1 online resource (424 pages) : : illustrations.
Edition Identifiers
- ISBN:9781526494399, 1526494396, 9781529726169, 1529726166
- oclc:on1194874433
- LC Classification:HD30.3
- Dewey Decimal:658.4
Table of Contents
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: Marketing 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; Glossary;
Read More ↓Subjects
Writers
More from this Series
No reviews yet. Be the first to rate this work.
Related Works
more →
Files & Downloads
-
Business to Business Marketing -- (.pdf)
PDF · 5.3 MB · updated
Rate & Review