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Business to Business Marketing: Relationships, Networks, and Strategies, by Nick Ellis
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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
- Sales Rank: #2581660 in Books
- Brand: Brand: Oxford University Press, USA
- Published on: 2010-11-25
- Original language: English
- Number of items: 1
- Dimensions: 7.40" h x .70" w x 9.60" l, 1.60 pounds
- Binding: Paperback
- 384 pages
- Used Book in Good Condition
About the Author
Nick Ellis is Lecturer in Critical Marketing at the University of Leicester.
Most helpful customer reviews
0 of 1 people found the following review helpful.
One Star
By Jeanette Galway
This book was water damaged when I received it, not impressed
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