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Business-to-business marketing

This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate social responsibility ; More visual features and an update of the B2B Snapshots ; New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.

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alternateName

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  • "Marketing"
  • "Business to business marketing"
  • "Business to business marketing"@sl

author

contributor

creator

description

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  • "This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate social responsibility ; More visual features and an update of the B2B Snapshots ; New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing."@en
  • "This volume examines views that argue business to business marketing is simply a variant of consumer marketing or is only concerned with inter-organizational relationship management."
  • ". The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined - Featuring updated case studies and a range of new examples - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links. Drawing on their substantial experience of b."@en

genre

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  • "Electronic books"
  • "Electronic books"@en
  • "Fallstudie"
  • "Livres électroniques"
  • "Case studies"@en
  • "Case studies"
  • "Lehrbuch"

name

http://schema.org/name

  • "Business-to-business marketing"@sl
  • "Business-to-business marketing"@en
  • "Business-to-business marketing"
  • "Business-to-Business Marketing"@en
  • "Business-To-Business Marketing"@en

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