000			02828nam a22002297a 4500
005			20250721121500.0
008			250719b |||||||| |||| 00| 0 eng d
020			_a9781529791501
082			_a658.804 _bBRE
100			_aBrennan, Ross _9993
245			_aBusiness-to-Business Marketing
250			_a6th
260			_bSage _aLondon _c2024
300			_ax, 412 p.
365			_aGBP _b51.99
500			_aTable 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]
520			_aWritten 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)
650			_aB2B marketing _917409
700			_aCanning, Louise _9995
700			_aMcGrath, Helen _924671
942			_cBK _2ddc
999			_c10082 _d10082