BUSINESS TO BUSINESS MARKETING FILL C., FILL K. Księgarnia

Business to Business Marketing is written from a marketing management perspective and uniquely integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides an important, though often neglected, bridge between marketing and information systems concepts, within the context of interorganisational relationships.

This applied book is orientated to the UK and European markets, although examples are drawn from other regions of the world in order to reflect good practice and the wider global perspective.

Business to Business Marketing is geared towards both postgraduate and final year undergraduate students. This book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, E-Business, Business Studies, Business Information Systems and MBA programmes in particular. It can also be used for related units in Engineering and Social studies programmes. Students following the CIM's Professional Diploma - Marketing Communications will also benefit from this book, as well as those taking stand-alone professional B2B marketing seminars.

Contents

PART ONE: INTRODUCTION

1. An Introduction to Business-to-Business Marketing
2. Introduction to Business Information Systems

PART TWO: B2B MARKETING MANAGEMENT

3. B2B Market Segmentation and Positioning
4. Building Value - Business Products and Pricing
5. Organisational Buying Behaviour
6. Interorganisational Relationships Aims and Objectives

PART THREE: MARKETING CHANNELS AND NETWORKS

7. Marketing Channels
8. Channel Organisation, Structures and Networks
9. B2B Management Issues

PART FOUR - B2B MARKETING COMMUNICATIONS

10. B2B Marketing Communications Strategy
11. The Tools of B2B Marketing Communications
12. Personal Selling and Key Account Management

380 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.