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Beskrivning
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.
“Beware! Your view of B2B marketing will be quite different after reading this book. Chris & Scot provoke your thinking and stimulate questions in this important area of marketing.”Peter Williams CEng, Chartered Marketer, Senior Lecturer, Leeds Business School
Innehållsförteckning
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
