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Business to Business Marketing provides a comprehensive introduction to the main theoretical and managerial issues in B2B marketing, increasing students' awareness of its significance in both local and global modern economies.
Organized into four parts, this innovative text shows how B2B marketing entails managing the complex network of buying and selling relationships between organizations. It includes detailed discussions of the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines such issues as e-commerce in B2B markets, key account management, and supply-chain ethics. The author carefully interweaves theoretical material with a series of long and short case examples.
FEATURES:
** Incorporates a wide range of pedagogical aids including:
* Mini-cases from a variety of international contexts
* Voices text boxes featuring insights from practitioners, who discuss the cha
Organized into four parts, this innovative text shows how B2B marketing entails managing the complex network of buying and selling relationships between organizations. It includes detailed discussions of the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines such issues as e-commerce in B2B markets, key account management, and supply-chain ethics. The author carefully interweaves theoretical material with a series of long and short case examples.
FEATURES:
** Incorporates a wide range of pedagogical aids including:
* Mini-cases from a variety of international contexts
* Voices text boxes featuring insights from practitioners, who discuss the cha
"synopsis" may belong to another edition of this title.
About the Author:
Nick Ellis is Lecturer in Critical Marketing at the University of Leicester.
Nick Ellis is Lecturer in Critical Marketing at the University of Leicester.
"About this title" may belong to another edition of this title.
- PublisherOxford University Press
- Publication date2010
- ISBN 10 0199551685
- ISBN 13 9780199551682
- BindingPaperback
- Edition number1
- Number of pages351
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Business to Business Marketing: Relationships, Networks, and Strategies
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Book Description Paperback / softback. Condition: New. New copy - Usually dispatched within 4 working days. The book provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It shows the significance of B2B marketing in modern economies within the complex network of buying and selling relationships between organizations. Seller Inventory # B9780199551682
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Business to Business Marketing: Relationships, Networks, and Strategies
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