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Business to Business Marketing By Chris Fill

Business to Business Marketing
by Chris Fill

In Stock
£4.49
'Business to Business Marketing' bridges the gap between marketing and information system concepts, within the context of interorganisational relationships. This book is written from a marketing management perspective and integrates key themes in this area, focusing on the characteristics of Business to Business communication.
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Business to Business Marketing Summary


Business to Business Marketing: Relationships, Systems and Communications by Chris Fill

Business to Business Marketing is written from a marketing management perspective and uniquely integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides an important, though often neglected, bridge between marketing and information systems concepts, within the context of interorganisational relationships. This applied book is orientated to the UK and European markets, although examples are drawn from other regions of the world in order to reflect good practice and the wider global perspective. Business to Business Marketing is geared towards both postgraduate and final year undergraduate students. This book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, E-Business, Business Studies, Business Information Systems and MBA programmes in particular. It can also be used for related units in Engineering and Social studies programmes. Students following the CIM's Professional Diploma - Marketing Communications will also benefit from this book, as well as those taking stand-alone professional B2B marketing seminars.

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Table of Contents


PART ONE: INTRODUCTION 1. An Introduction to Business-to-Business Marketing 2. Introduction to Business Information Systems PART TWO: B2B MARKETING MANAGEMENT 3. B2B Market Segmentation and Positioning 4. Building Value - Business Products and Pricing 5. Organisational Buying Behaviour 6. Interorganisational Relationships Aims and Objectives PART THREE: MARKETING CHANNELS AND NETWORKS 7. Marketing Channels 8. Channel Organisation, Structures and Networks 9. B2B Management Issues PART FOUR - B2B MARKETING COMMUNICATIONS 10. B2B Marketing Communications Strategy 11. The Tools of B2B Marketing Communications 12. Personal Selling and Key Account Management

Additional information

GOR003536216
Business to Business Marketing: Relationships, Systems and Communications by Chris Fill
Chris Fill
Used - Very Good
Paperback
Pearson Education Limited
2004-11-25
400
0273682792
9780273682790
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.