Business-to-Business Marketing

By:

Brennan, Ross

Contributor(s):

Material type: Text

TextPublication details: Sage London 2024Edition: 6thDescription: x, 412 pISBN:

9781529791501

Subject(s):

B2B marketing

DDC classification:

658.804 BRE

Summary: Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition: Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland. (https://us.sagepub.com/en-us/nam/business-to-business-marketing/book279538)

List(s) this item appears in: B2B Marketing

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.804 BRE (Browse shelf(Opens below))	1	Available		008874

Table of contents:
Part 1: 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 2: 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 3: Communicating and Interacting with Customers
Chapter 7: Market Communication Chapter 8: Relationship Communication Chapter 9: Relationship Portfolios and Key Account Management
Part 4: Managing Marketing Processes
Chapter 10: Managing Product Offerings Chapter 11: Routes to Market Chapter 12: Price-setting in Business-to-business Markets

[https://us.sagepub.com/en-us/nam/business-to-business-marketing/book279538#contents]

Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition:

Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms
New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen
Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter
The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland.

(https://us.sagepub.com/en-us/nam/business-to-business-marketing/book279538)

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