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Brennan and Canning cover the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.
Sommario
Part I: 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 II: 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 III: Communicating and Interacting with Customers
Chapter 7: Marketing Communication
Chapter 8: Relationship Communication
Chapter 9: Relationship Portfolios and Key Account Management
Part IV: Managing Marketing Processes
Chapter 10: Managing Product Offerings
Chapter 11: Routes to Market
Chapter 12: Price-Setting in Business-to-Business Markets
Glossary
Info autore
Ross Brennan PhD was the former Professor of Industrial Marketing at the University of Hertfordshire. His areas of research interest included relationships and networks in business markets, macromarketing, social marketing and marketing education. Ross's work has been published in journals such as
Journal of Business Research, Journal of Advertising Research, Marketing Theory, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Business-to-Business Marketing, Journal of Macromarketing and Journal of Marketing Education.
Riassunto
Brennan and Canning cover the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.
