Business marketing : face to face : the theory and practice of B2B marketing
著者
書誌事項
Business marketing : face to face : the theory and practice of B2B marketing
Goodfellow, c2012
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Business Marketing is an academic textbook written from a marketing management perspective. It is about the marketing methods, issues and principles associated with the relationships and interactions between organisations.
目次
- Acknowledgements
- An Introduction to Business Marketing
- Business Products and Services
- Organisational Buying Behaviour
- Relationship Marketing
- Strategy: Segmentation, Positioning and Pricing
- Marketing Channels
- Supply Chains, Channel Structures and Networks
- Managing B2B Relationships
- Principles of Business Marketing Communications
- The Business Marketing Communications Mix
- Personal Selling and Key Account Management
- Index
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