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,


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIE SandtonGeneral Books002215432658.804 BRE1