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Business to Business Marketing

Condition: BRAND NEW
ISBN: 9780199551682
Author(s): Nick Ellis
Format: Paperback
Year: 2010
Publisher: Oxford University Press
Dimensions: 245 x 0 x 190 (w x l x h)
Pages: 384

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Description:
Business to Business Marketing provides a comprehensive introduction to the main theoretical and managerial issues in B2B marketing, increasing students' awareness of its significance in both local and global modern economies.
Organized into four parts, this innovative text shows how B2B marketing entails managing the complex network of buying and selling relationships between organizations. It includes detailed discussions of the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines such issues as e-commerce in B2B markets, key account management, and supply-chain ethics. The author carefully interweaves theoretical material with a series of long and short case examples.
FEATURES:
Incorporates a wide range of pedagogical aids including:"Mini-cases" from a variety of international contexts"Voices" text boxes featuring insights from practitioners, who discuss the challenges they face"Number-crunching" boxes that highlight how an organization's sales, profits, and number of workers depend on successful B2B marketing"Food for Thought" boxes encouraging students to think about the recommendations in the textLonger case studies that illustrate specific marketing issuesIntegrates cases and examples from companies operating in various markets around the worldAddresses hot B2B-related topi
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