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Cover

Business to Business Marketing

Relationships, networks and strategies

Nick Ellis

25 November 2010

ISBN: 9780199551682

384 pages
Paperback
246x189mm

In Stock

Price: £62.99

The book provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It shows the significance of B2B marketing in modern economies within the complex network of buying and selling relationships between organizations.

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Description

The book provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It shows the significance of B2B marketing in modern economies within the complex network of buying and selling relationships between organizations.

  • 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.

About the Author(s)

Nick Ellis, Senior Lecturer in Critical Marketing at the University of Leicester.

Table of Contents

    Part One: The Organisational Marketing Context
    1:The Significance of B2B Marketing
    2:Organisational Buying Behaviour
    Part Two: Inter-Organisational Relationships & Networks
    3:Inter-Organisational Relationships
    4:Marketing Channels & Supply Chains
    5:Industrial Networks
    Part Three: Business Marketing Planning
    6:B2B Marketing Planning & Analysis
    7:B2B Marketing Strategies & Implementation
    Part Four: Business Marketing Programmes
    8:Business Products
    9:Business Services
    10:Value & Pricing in B2B Markets
    11:B2B Marketing Communications
    12:Personal Selling & Sales Management

Additional Resources

Online Resource Centre
Student resources:
Additional cases with accompanying questions
Web links
Additional recommendations for further reading

Lecturer resources:
Teaching plans for different types of module/course delivery for PG and UG level
Lecturer notes on how to best use the text and the online materials
Suggested answers to end-of-chapter summary questions and further topics highlighted for discussion and debate.
Comments on the book's cases and case questions. Comments include brief suggested answers and further topics related to the case for seminar discussion
Downloadable PowerPoint slides including all figures from the text.
Additional seminar/tutorial questions/exercises
Additional assignment questions
Additional examination questions