Business-to-Business Marketing
Autor Ross Brennan, Louise Canning, Helen Mcgrathen Limba Engleză Paperback – 13 feb 2024
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Specificații
ISBN-13: 9781529791501
ISBN-10: 1529791502
Pagini: 426
Dimensiuni: 189 x 246 x 23 mm
Greutate: 0.76 kg
Ediția:6. Auflage
Editura: SAGE Publications Ltd
ISBN-10: 1529791502
Pagini: 426
Dimensiuni: 189 x 246 x 23 mm
Greutate: 0.76 kg
Ediția:6. Auflage
Editura: SAGE Publications Ltd
Cuprins
Part 1: 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 2: Business-to-Business Marketing Analysis and Strategy
Chapter 4: Business-to-Business Marketing Analysis and Strategy
Chapter 5: Researching Business-to-business Markets
Chapter 6: Business Market Segmentation
Part 3: Communicating and Interacting with Customers
Chapter 7: Market Communication
Chapter 8: Relationship Communication
Chapter 9: Relationship Portfolios and Key Account Management
Part 4: Managing Marketing Processes
Chapter 10: Managing Product Offerings
Chapter 11: Routes to Market
Chapter 12: Price-setting in Business-to-business Markets
Chapter 1: Business-to-business Markets and Marketing
Chapter 2: Buyer Behaviour
Chapter 3: Inter-firm Relationships and Networks
Part 2: Business-to-Business Marketing Analysis and Strategy
Chapter 4: Business-to-Business Marketing Analysis and Strategy
Chapter 5: Researching Business-to-business Markets
Chapter 6: Business Market Segmentation
Part 3: Communicating and Interacting with Customers
Chapter 7: Market Communication
Chapter 8: Relationship Communication
Chapter 9: Relationship Portfolios and Key Account Management
Part 4: Managing Marketing Processes
Chapter 10: Managing Product Offerings
Chapter 11: Routes to Market
Chapter 12: Price-setting in Business-to-business Markets