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Category : Business

Table of contents:

PART I Fundamentals of Business-to-Business Marketing
Chapter 1 Business-to-Business Markets and Marketing
Chapter 2 Buyer Behaviour
Chapter 3 Inter-Firm Relationships and Networks
PART II Business-to-Business Marketing Analysis and Strategy
Chapter 4 Responsible Business-to-Business Strategy
Chapter 5 Researching Business-to-Business Markets
Chapter 6 Business Market Segmentation
PART III Communicating and Interacting with Customers
Chapter 7 Market Communication
Chapter 8 Relationship Communication
Chapter 9 Relationship Portfolios and Key Account Management
Part IV Managing Marketing Processes
Chapter 10 Managing Product Offerings
Chapter 11 Routes to Market
Chapter 12 Price-Setting in Business- to-Business Markets

Product Description:

Language: English
ISBN-10: 1473973430
ISBN-13: 978-1473973435
ISBN-13: 9781473973435

Get Business to Business Marketing 4th Edition by Ross Brennan, Louise Canning, Raymond McDowell

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