(eBook PDF) Business to Business Marketing: Relationships, Networks, and Strategies – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 0199551685
• ISBN-13 ‏ : ‎ 978-0199551682
• Author: Nick Ellis

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.

Table contents:

PART ONE: THE ORGANISATIONAL MARKETING CONTEXT;

PART TWO: INTER-ORGANISATIONAL RELATIONSHIPS & NETWORKS;

PART THREE: BUSINESS MARKETING PLANNING;

PART FOUR: BUSINESS MARKETING PROGRAMMES

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