| Description |
xxvii, 351 pages : illustrations ; 25 cm |
| Contents |
Part One. The Organisational Marketing Context -- Part Two. Inter-Organisational Relationships & Networks -- Part Three. Business Marketing Planning -- Part Four. Business Marketing Programmes |
|
Part One. The Organisational Marketing Context -- 1. The Significance of B2B Marketing -- 2. Organisational Buying Behaviour -- Part Two. Inter-Organisational Relationships & Networks -- 3. Inter-Organisational Relationships -- 4. Marketing Channels & Supply Chains -- 5. Industrial Networks -- Part Three. Business Marketing Planning -- 6. B2B Marketing Planning & Analysis -- 7. B2B Marketing Strategies & Implementation -- Part Four. Business Marketing Programmes -- 8. Business Products -- 9. Business Services -- 10. Value & Pricing in B2B Markets -- 11. B2B Marketing Communications -- 12. Personal Selling & Sales Management |
| Summary |
This work provides a comprehensive introduction to the main theoretical and managerial issues of business to business marketing. It raises readers' awareness of the significance of B2B marketing in modern economies, in both local and global contexts |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Industrial marketing
|
| ISBN |
9780199551682 |
|
0199551685 |
|
