Business-to-Business Marketing: A Strategic Approach

Business-to-Business Marketing: A Strategic Approach

Business-to-Business Marketing: A Strategic Approach

The Second Edition of this bestselling B2B textbook offers the same accessible clarity of insight, combined with updated and engaging...

  • ISBN: 9788132107460
  • Availability: In Stock
  • Author Louise Canning, Ross Brennan
  • Publisher Sage Publications India Pvt.Ltd,
  • Binding Paperback

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The Second Edition of this bestselling B2B textbook offers the same accessible clarity of insight, combined with updated and engaging examples.
- Featuring updated and new case studies and a range of new examples.
- Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability.
- Extended coverage of Key Account Management
- A new Companion Website with a full instructors?? Manual with PowerPoint slides for lecturers and access to full-text journal articles for students.

Drawing on their substantial experience of B2B marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and postgraduate students of marketing, management and business studies.

Table of Contents
I: FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETING
Business-to-Business Markets and Marketing
Buyer Behaviour
Inter-Firm Relationships and Networks
II: BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGY
Business-to-Business Marketing Strategy
Researching Business-to-Business Markets
Business Market Segmentation
III: COMMUNICATING AND INTERACTING WITH CUSTOMERS
Market Communication
Relationship Communication
Relationship Portfolios and Key Account Management
IV: MANAGING MARKETING PROCESSES
Managing Product Offerings
Routes to Market
Price-Setting in Business-to-Business Markets

Author Louise Canning, Ross Brennan
ISBN 9788132107460
Langauage English
Pages 408
Publisher Sage Publications India Pvt.Ltd,
Binding Paperback

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