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

By:

Brennan, Ross [author.]

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Los Angeles : SAGE, c2014.Edition: Third editionDescription: xx, 385 pages : illustrations ; 24 cmContent type:

text
still image

Media type:

unmediated

Carrier type:

volume

ISBN:

9781446273722 (hbk.)
1446273725 (hbk.)

Subject(s):

LOC classification:

HF5415.1263 B75 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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Holdings
Item type	Current library	Collection	Call number	Materials specified	Status	Notes	Date due	Barcode
Books	Ladislao N. Diwa Memorial Library Reserve Section	Non-fiction	RUS HF5415.1263 B75 2014 (Browse shelf(Opens below))		Room use only	76392		00077966

Previous edition: 2011.

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

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.

Fund 164 Creative Mind Books Center Purchased 10/05/2017 76392 NEJ PHP 5,410.25 2017-09-0991 2017-1-0738

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