ISBN 9788132107460,Business-To-Business Marketing : A Strategic Approach

Business-To-Business Marketing : A Strategic Approach


Ross Brennan



SAGE Publications Ltd

Publication Year 2011

ISBN 9788132107460

ISBN-10 8132107462


Edition 2nd
Number of Pages 408 Pages
Language (English)


BUSINESS-TO-BUSINESS MARKETING 2ND EDITION (PAPERBACK) PRICE: RS.525 The Second Edition of this bestselling B2B textbook offers the same accessible clarity of insight, combined with updated and engaging examples. - Featuring updated and new case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - A new Companion Website with a full instructors? Manual with PowerPoint slides for lecturers and access to full-text journal articles for students. Drawing on their substantial experience of B2B marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and postgraduate students of marketing, management and business studies. Table of Contents Preface to the Second Edition Companion Website I: FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETING Business-to-Business Markets and Marketing Buyer Behaviour Inter-Firm Relationships and Networks II: BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGY Business-to-Business Marketing Strategy Researching Business-to-Business Markets Business Market Segmentation III: COMMUNICATING AND INTERACTING WITH CUSTOMERS Market Communication Relationship Communication Relationship Portfolios and Key Account Management IV: MANAGING MARKETING PROCESSES Managing Product Offerings Routes to Market Price-Setting in Business-to-Business Markets Glossary References Index