Business to business marketing: relationships, networks and strategies
Ellis, Nick
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. INDICE: 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
- ISBN: 978-0-19-955168-2
- Editorial: Oxford University
- Encuadernacion: Rústica
- Páginas: 384
- Fecha Publicación: 25/11/2010
- Nº Volúmenes: 1
- Idioma: Inglés