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
- 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
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
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|
|Publisher||Sage Publications India Pvt.Ltd,|