Asia Pacific University Library catalogue


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

By: Brennan, Ross, 1957- [author.]Contributor(s): Canning, Louise [author.] | McDowell, Raymond [author.]Material type: TextTextPublication details: London : SAGE Publications Ltd, c2014Edition: 3rd edDescription: xx, 385 p. : ill. ; 24 cmISBN: 9781446273739 (pbk.)Subject(s): Industrial marketing | Industrial marketing -- Case studies | Industrial marketing | Business-to-Business-Marketing | MarketingGenre/Form: Case studies. DDC classification: 658.804 LOC classification: HF5415.1263 | .B74 2014
Contents:
Machine generated contents note: pt. I Fundamentals of Business-to-Business Marketing -- 1.Business-to-Business Markets and Marketing -- 2.Buyer Behaviour -- 3.Inter-Firm Relationships and Networks -- pt. II Business-to-Business Marketing Analysis and Strategy -- 4.Responsible Business-to-Business Strategy -- 5.Researching Business-to-Business Markets -- 6.Business Market Segmentation -- pt. III Communicating and Interacting with Customers -- 7.Market Communication -- 8.Relationship Communication -- 9.Relationship Portfolios and Key Account Management -- pt. IV Managing Marketing Processes -- 10.Managing Product Offerings -- 11.Routes to Market -- 12.Price-Setting in Business-to-Business Markets.
Summary: This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate social responsibility ; More visual features and an update of the B2B Snapshots ; New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.1263 .B74 2014 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00015662

Previous edition: 2011.

Includes bibliographical references (pages 355-373) and index.

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

This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate social responsibility ; More visual features and an update of the B2B Snapshots ; New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.

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