Business-to-business Marketing
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Notes
Includes bibliographical references and indexes.
Pt. A. Introduction -- 1. An introduction to business-to-business marketing -- 2. Introduction to business information systems -- Pt. B. B2B marketing management -- 3. B2B market segmentation and positioning -- 4. Business value - products, services and pricing -- 5. Organisational buying behaviour -- 6. Interorganisational relationships -- Pt. C. Marketing channels and networks -- 7. Marketing channels -- 8. Channel organisation, structures and networks -- 9. B2B management issues -- Pt. D. B2B marketing communications -- 10. B2B marketing communications strategy -- 11. The tools of B2B marketing communications -- 12. Personal selling and key account management.
Summary
"Geared toward both postgraduate and final-year undergraduate students, this book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, Business Studies, eBusiness and Business Information Systems, and for MBAs. It can also be used for related units in Engineering- and Social Studies-based programmes. Students following the CIM's Professional Diploma Module, Marketing Communications, will also benefit from this book, as well as those taking stand-alone professional B2B Marketing seminars."--BOOK JACKET.
