Business-to-Business Marketing
eBook - ePub

Business-to-Business Marketing

  1. 424 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Business-to-Business Marketing

About this book

Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating theĀ subject with a wideĀ range of learning features andĀ case studies.

New to the 5th edition:

  • Coverage throughoutĀ of digital transformation and social responsibility in business markets
  • 'Scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.
  • Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment
  • Further and updated company content, including brands such asĀ Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger
  • Updated onlineĀ resources, including author-selected SAGE journal articles and videos supporting each chapter.

Ā 

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Yes, you can access Business-to-Business Marketing by Ross Brennan,Louise Canning,Raymond McDowell in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications Ltd
Year
2020
Print ISBN
9781526494399, 9781526494405
eBook ISBN
9781529726169
Edition
5
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Publisher Note
  4. Title Page
  5. Copyright Page
  6. Table of Contents
  7. Sidebar List
  8. Sidebar List
  9. About the Authors
  10. Preface
  11. Online Resources
  12. List of Abbreviations
  13. Part I Fundamentals of Business-to-Business Marketing
  14. 1 Business-to-Business Markets and Marketing
  15. 2 Buyer Behaviour
  16. 3 Inter-Firm Relationships and Networks
  17. Part II Business-to-Business Marketing Analysis and Strategy
  18. 4 Responsible Business-to-Business Strategy
  19. 5 Researching Business-to-Business Markets
  20. 6 Business Market Segmentation
  21. Part III Communicating and Interacting with Customers
  22. 7 Market Communication
  23. 8 Relationship Communication
  24. 9 Relationship Portfolios and Key Account Management
  25. Part IV Managing Marketing Processes
  26. 10 Managing Product Offerings
  27. 11 Routes to Market
  28. 12 Price-Setting in Business-to-Business Markets
  29. Glossary
  30. References
  31. Index