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AuthorBrennan, Ross, 1957-
TitleBusiness-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell
Imprint Los Angeles : SAGE, 2011
Edition 2nd ed.
Descript xxi, 386 p. : ill. ; 25 cm

SUMMARY

The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined - Featuring updated case studies and a range of new examples - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links. Drawing on their substantial experience of b


CONTENT

Cover; Contents; Acknowledgements; List of Figures; List of Tables; List of Abbreviations; Preface to the Second Edition; Companion Website; Part I -- Fundamentals of Business-to-Business Marketing; 1 Business-to-Business Markets and Marketing; 2 Buyer Behaviour; 3 Inter-firm Relationships and Networks; Part II -- Business-to-Business Marketing Analysis and Strategy; 4 Business-to-Business Marketing Strategy; 5 Researching business-to business markets; 6 Business Market Segmentation; Part III -- Communicating and Interacting with Customers; 7 Market Communication; 8 Relationship Communication


Industrial marketing Industrial marketing -- Case studies

LOCATIONCALL#STATUS
Central Library (4th Floor)658.804 B838BCHECK SHELVES
Chula Business School Library658.804 B838B 2011DUE 25-05-21

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