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Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell

Main Author Brennan, Ross, 1957- Coauthor Canning, Louise
MacDowell, Raymond Edition 4th ed. Publication London : Sage, 2017 Description xvii, 391 p. : gráf. ; 25 cm ISBN 9781473973442 Topical name Marketing - Gestão
Marketing - B2B CDU 658.8:334.72
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8:334.72 BRE Available 9830
Total holds: 0

Table of contents

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. Responsible Business-to-Business Strategy
5. Researching Business-to-Business Markets
6. Business Market Segmentation

Part III - Communicating and Interacting with Customers

7. Market Communication
8. Relationship Communication
9. Relationship Portfolios and Key Account Management

Part IV - Managing Marketing Processes

10. Managing Product Offerings
11. Routes to Market
12. Price-Setting in Business-to-Business Markets

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