Business-To-Business Marketing: Relationships, Networks & Strategies

ISBN-13: 9780199551682 / Angielski / Miękka / 2010 / 384 str.

Nick Ellis

Opis

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 cha

O autorze

Nick Ellis is Senior Lecturer in Critical Marketing at the University of Leicester. He has taught B2B marketing to students at all levels from around the world for over 10 years. His research on inter-firm relationships, industrial networks and marketing management has been published in a number of leading academic journals. Prior to joining the university sector in a business liaison capacity, he spent several years with a major retail group in marketing and purchasing roles.