Cantitate/Preț
Produs

Business to Business Marketing: Relationships, networks and strategies

Autor Nick Ellis
en Limba Engleză Paperback – 25 noi 2010
This exciting new title provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing. It raises readers' awareness of the significance of B2B marketing in modern economies, in both local and global contexts.The book shows that B2B marketing is about managing the complex network of buying and selling relationships between organizations. The text includes detailed discussions concerning the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines issues such as e-commerce in B2B markets, key account management and supply-chain ethics. Theoretical discussion is carefully interwoven with a series of long and short case examples.The text is organized in four parts. Part one - the organizational marketing context; part two - inter-organizational relationships and networks; part three - business marketing planning; and part four - business marketing programmes.A range of pedagogical features aid understanding: 'mini cases' from a variety of international contexts; 'voices' of practitioner talking about the problems they face; 'number crunching' boxes highlight how an organizations sales, profits, numbers of workers depend on successful B2B marketing; 'food for thought' boxes encourage students to think about the recommendations in the text; and longer case studies illustrate specific marketing issues.Online Resource Centre:Student resources:Additional cases with accompanying questionsWeb linksAdditional recommendations for further readingLecturer resources:Teaching plans for different types of module/course delivery for PG and UG levelLecturer notes on how to best use the text and the online materialsSuggested answers to end-of-chapter summary questions and further topics highlighted for discussion and debate.Comments on the book's cases and case questions. Comments include brief suggested answers and further topics related to the case for seminar discussionDownloadable PowerPoint slides including all figures from the text.Additional seminar/tutorial questions/exercisesAdditional assignment questionsAdditional examination questions
Citește tot Restrânge

Preț: 41798 lei

Preț vechi: 52910 lei
-21%

Puncte Express: 627

Preț estimativ în valută:
8008 8674$ 6867£

Carte disponibilă

Livrare economică 15-20 aprilie
Livrare express 04-10 aprilie pentru 5001 lei

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780199551682
ISBN-10: 0199551685
Pagini: 384
Ilustrații: 92 illustrations
Dimensiuni: 189 x 247 x 19 mm
Greutate: 0.81 kg
Ediția:1
Editura: OUP OXFORD
Colecția OUP Oxford
Locul publicării:Oxford, United Kingdom

Notă biografică

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.