Cover image for Business-to-business marketing
Title:
Business-to-business marketing
Author:
Brennan, Ross, 1957-2021, author.
ISBN:
9781529791501

9781529791518
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
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