000			03333nam a22004097a 4500
003			phtghnu
005			20250627132413.0
007			ta
008			250627s2024 enk 000 0 eng
010			_a 2023941708
020			_a9781529791501 _q(paperback)
040			_beng _erda _cHNU
042			_apcc
082			_223 _3GC _a658.804 B75 _b2024
100	1		_aBrennan, Ross, _eauthor.
245	1	0	_aBusiness-to-business marketing / _cRoss Brennan, Louise Canning, Helen McGrath.
250			_aSixth edition.
263			_a2402
264		1	_aLondon : _bSAGE Publications, _c2024.
300			_a x, 412 pages : _billustrations ; _c25 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505			_aPart 1: Fundamentals of Business-to-Business Marketing Chapter 1: Business-to-Business Markets and Marketing Chapter 2: Buyer Behaviour Chapter 3: Inter-firm Relationships and Networks Part 2: Business-to-Business Marketing Analysis and Strategy Chapter 4: Responsible Business-to-Business Strategy Chapter 5: Researching Business-to-business Markets Chapter 6: Business Market Segmentation Part 3: Communicating and Interacting with Customers Chapter 7: Market Communication Chapter 8: Relationship Communication Chapter 9: Relationship Portfolios and Key Account Management Part 4: Managing Marketing Processes Chapter 10: Managing Product Offerings Chapter 11: Routes to Market Chapter 12: Price-setting in Business-to-business Markets
520			_a"Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition: Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms. New examples and case studies covering small firms in business markets. New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord, ValCo Engineering Ltd and Volkswagen. Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor's manual containing guidance and links to online content such as video marterial, reports, websites and relevant journal articles for each chapter. The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing" _cProvided by publisher.
521			_aCBA _bBachelor of Science in Business Administration Major in Marketing Management
546			_aEnglish
650			_aIndustrial marketing.
650			_aIndustrial marketing _vCase studies.
700	1		_aCanning, Louise, _eauthor.
700	1		_aMcGrath, Helen, _eauthor.
906			_a0 _bibc _corignew _d2 _eepcn _f20 _gy-gencatlg
942			_2ddc _cBK _h600-699
999			_c139285 _d139285