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This comprehensive yet concise text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world.
New to this edition:
This new edition also includes more extensive online resources including full lecturer materials with new exam questions and further materials for students including video links, further case studies, a quiz and open access links to relevant SAGE journal articles per chapter.
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.
Electronic inspection copies are available for instructors.
PART I: 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 II: Business-to-Business Marketing Analysis and Strategy
Chapter 4: Responsible Business-to-Business Strategy
Chapter 5: Researching Business-to-Business Markets
Chapter 6: Business Market Segmentation
PART III: Communicating and Interacting with Customers
Chapter 7: Market Communication
Chapter 8: Relationship Communication
Chapter 9: Relationship Portfolios and Key Account Management
PART IV: Managing Marketing Processes
Chapter 10: Managing Product Offerings
Chapter 11: Routes to Market
Chapter 12: Price-setting in Business-to-Business Markets