Journals Higher Education

£45.99

Paperback

Published: 25 November 2010

384 Pages | 92 illustrations

246x189mm

ISBN: 9780199551682


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This text is published by OUP Higher Education Division

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Business to Business Marketing

Relationships, networks and strategies

Nick Ellis

  • Integrates cases and examples of companies operating in varied markets to provide a culturally diverse text that considers B2B marketing in the global context.
  • Relates B2B marketing to business-to-consumer marketing to give an easy entry to the subject.
  • Includes 'voices' boxes to provide insight into real-world B2B marketing challenges.
  • Addresses 'hot' B2B-related topics such as fair trade, retailer power, overseas sourcing, and 'green' marketing to capture students' imagination.
  • Shows how to optimise the benefit from business networks whilst managing potential risks from these relationships.
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Social Sciences > Business & Management