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Business to Business Marketing

Relationships, Networks, and Strategies

Nick Ellis

Publication Date - November 2010

ISBN: 9780199551682

384 pages
Paperback
9.7 x 7.4 inches

In Stock

Retail Price to Students: $100.95

Description

Business to Business Marketing provides a comprehensive introduction to the main theoretical and managerial issues in B2B marketing, increasing students' awareness of its significance in both local and global modern economies.

Organized into four parts, this innovative text shows how B2B marketing entails managing the complex network of buying and selling relationships between organizations. It includes detailed discussions of the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines such issues as e-commerce in B2B markets, key account management, and supply-chain ethics. The author carefully interweaves theoretical material with a series of long and short case examples.

FEATURES:

** Incorporates a wide range of pedagogical aids including:

* Mini-cases from a variety of international contexts
* Voices text boxes featuring insights from practitioners, who discuss the cha

About the Author(s)

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

Table of Contents

    PART ONE: THE ORGANIZATIONAL MARKETING CONTEXT
    1. The Significance of B2B Marketing
    2. Organizational Buying Behavior
    PART TWO: INTER-ORGANIZATIONAL RELATIONSHIPS & NETWORKS
    3. Inter-Organizational Relationships
    4. Marketing Channels & Supply Chains
    5. Industrial Networks
    PART THREE: BUSINESS MARKETING PLANNING
    6. B2B Marketing Planning & Analysis
    7. B2B Strategies & Implementation
    8. Business Products
    9. Business Services
    10. Value & Pricing
    11. Marketing Communication
    12. Personal Selling & Sales Management

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