Business-to-business marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles, Fla. [u.a.]
SAGE
2014
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | XX, 385 S. Ill., graph. Darst. |
| ISBN: | 9781446273722 9781446273739 |
Internformat
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| 250 | |a 3. ed. | ||
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Datensatz im Suchindex
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| adam_text |
CONTENTS
About the authors
vii
List of figures
ix
List of tables
xi
List of abbreviations
xiii
Preface to the Third Edition
xv
Acknowledgements
xvii
Guided tour
xix
Companion website
xxi
Part I Fundamentals of Business-to-Business Marketing
1
1
Business-to-Business Markets and Marketing
3
2
Buyer Behaviour
26
3
Inter-Firm Relationships and Networks
57
Part II Business-to-Business Marketing Analysis and Strategy
87
4
Responsible Business-to-Business Strategy
89
5
Researching Business-to-Business Markets
113
6
Business Market Segmentation
136
Part III Communicating and Interacting with Customers
163
7
Market Communication
165
8
Relationship Communication
195
9
Relationship Portfolios and Key Account Management
222
Part IV Managing Marketing Processes
253
10
Managing Product Offerings
255
11
Routes to Market
286
12
Price-Setting in Business-to-Business Markets
315
Glossary
345
References
355
Index
375
Praise for the Second Edition
I found that Brennan, Canning and McDowell's text was excellent for raising students'
awareness and understanding of the most important concepts and phenomena associ¬
ated with B2B marketing. Newer editions should prove even more successful by using
several new case studies and short 'snapshots' to illustrate possible solutions to com¬
mon B2B marketing dilemmas, such as the design and delivery of business products
and services, the selection of promotional tools and alternative routes to market. The
new edition also deals clearly with complex issues such as inter-firm relationships and
networks, e-B2B, logistics, supply chain management and B2B branding.
Michael
Saren,
Professor of Marketing, University of Leicester
This textbook makes a unique contribution to business-to-business teaching: not only does
it provide up-to-date cases and issues for discussion that reach to the heart of business-
to-business marketing; it also brings in the latest academic debates and makes them both
relevant and accessible to the readers. A fantastic addition to any library or course.
Judy
Żółkiewski,
Professor of Marketing, University of Manchester
The strength of this text lies in the interconnection of academic theory with real
world examples. Special attention has been given to the role that relationships play
within the business-to-business environment, linking these to key concepts such as
segmentation, targeting and marketing communications, which importantly encom¬
passes the role of personal selling as relationship/communications building and not
just order taking. With good coverage of international cultural differences, this is a
valuable resource for students of both marketing and sales.
Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway
University of London
The text provides an authoritative, up-to-date review of organisational strategy develop¬
ment and 'firmographic' market segmentation. It provides a comprehensive literature
review and empiric examples through a range of relevant case studies. The approach
to strategy formulation, ethics and corporate social responsibility are especially strong.
Stuart Challinor, Lecturer in Marketing, Newcastle University
This revised second edition offers an excellent contemporary view of business-to-
business marketing. Refreshingly, the text is packed with an eclectic mix of largely
European case studies that make for extremely interesting reading. It is a 'must read'
for any undergraduate or postgraduate marketing student.
Jonathan Wilson, Principal Lecturer in Marketing,
Anglia
Ruskin
University |
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| bvnumber | BV041803985 |
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| ctrlnum | (OCoLC)881646550 (DE-599)BVBBV041803985 |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
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| id | DE-604.BV041803985 |
| illustrated | Illustrated |
| indexdate | 2024-07-20T06:37:40Z |
| institution | BVB |
| isbn | 9781446273722 9781446273739 |
| language | English |
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| spelling | Brennan, Ross 1957- Verfasser (DE-588)170765857 aut Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell Business to business marketing 3. ed. Los Angeles, Fla. [u.a.] SAGE 2014 XX, 385 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Industrial marketing Industrial marketing / Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Business-to-Business-Marketing (DE-588)4631075-7 s DE-604 Marketing (DE-588)4037589-4 s Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s Direktmarketing (DE-588)4012421-6 s 1\p DE-604 Canning, Louise Verfasser aut McDowell, Raymond Verfasser (DE-588)1051483980 aut Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027249482&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Klappentext Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027249482&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Brennan, Ross 1957- Canning, Louise McDowell, Raymond Business-to-business marketing Industrial marketing Industrial marketing / Case studies Marketing (DE-588)4037589-4 gnd Direktmarketing (DE-588)4012421-6 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
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| title | Business-to-business marketing |
| title_alt | Business to business marketing |
| title_auth | Business-to-business marketing |
| title_exact_search | Business-to-business marketing |
| title_full | Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell |
| title_fullStr | Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell |
| title_full_unstemmed | Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell |
| title_short | Business-to-business marketing |
| title_sort | business to business marketing |
| topic | Industrial marketing Industrial marketing / Case studies Marketing (DE-588)4037589-4 gnd Direktmarketing (DE-588)4012421-6 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Industrial marketing Industrial marketing / Case studies Marketing Direktmarketing Beziehungsmanagement Business-to-Business-Marketing Kundenmanagement Fallstudiensammlung |
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