Business-to-business marketing
by
Brennan, Ross, 1957-2021, author.
Title
:
Business-to-business marketing
Author
:
Brennan, Ross, 1957-2021, author.
ISBN
:
9781529791501
9781529791518
Personal Author
:
Brennan, Ross, 1957-2021, author.
Edition
:
Sixth edition.
Physical Description
:
x, 412 pages : illustrations ; 25 cm
Contents
:
Business-to-business markets and marketing -- Buyer behaviour -- Inter-firm relationships and networks -- Responsible business-to-business strategy -- Researching business-to-business markets -- Business market segmentation -- Market communication -- Relationship communication -- Relationship portfolios and key account management -- Managing product offerings -- Routes to market -- Price-setting in business-to-business markets.
Abstract
:
"Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing."-- Provided by publisher
Subject Term
:
Industrial marketing -- Case studies.
Industrial marketing.
Added Author
:
Canning, Louise,
McGrath, Helen,
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIE Sandton | General Books | 002215432 | 658.804 BRE | 1 |