Business to Business Marketing 3e (e-book)
Business-to-Business Marketing provides valuable insight into B2B marketing management, analyzing B2B buying practices, supply chain management, selecting business customers and developing a B2B marketing strategy. It helps students and marketing practitioners to understand the unique demands of marketing to organizational customers.
| e-book ISBN: | 9781998963874 |
| Publisher: | Juta Publishers |
| Variant: | e-book |
| Author(s): | Makhitha, M |
| Edition: | 3rd Edition |
Content
Chapter 1: Introduction to Business-to-Business marketing
Chapter 2: Business-to-business buying
Chapter 3: Concepts and context of business strategy
Chapter 4: Marketing research and competitive analysis
Chapter 5: Segmenting business markets, choosing target markets and positioning products
Chapter 6: Developing and managing business-to-business products
Chapter 7: Innovation and competitiveness
Chapter 8: Pricing in business-to-business marketing
Chapter 9: Business development and planning
Chapter 10: Business-to-Business selling and managing customer
Chapter 11: Business-to-business branding: creating and fostering the brand
Chapter 12: Supply chains and channel relationships
Chapter 13: Communicating with the business-to-business market
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