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Is there really a difference between business-to-business marketing and consumer marketing?
This book helps students answer this question by examining views that argue B2B marketing is simply a variant of consumer marketing or is only concerned with inter-organizational relationship management.
Written from an European perspective and recognizing that organizational markets can be very different, the ideas and examples used in this book are based on the latest research and scholarship. Chapters include learning outcomes and objectives, discussion questions and small cases to help readers consolidate their learning.
Business-to-Business Markets and Marketing
Inter-Firm Relationships and Networks
Business-to-Business Marketing Strategy
Researching Business-to-Business Markets
Business Market Segmentation
Relationship Portfolio Management
Managing Product Offerings
Routes to Market
Price Setting in Business-to-Business Markets