Business to Business Marketing Relationships, networks and strategies

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Price:	Rs.2,767.63
Availability:	In Stock
ISBN:	9780199551682
Publishing Date:	2010-00-00
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Cover Type:	Soft Cover
Author:	Nick Ellis
Average Rating:	Not Rated

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Description

Integrates cases and examples of companies operating in varied markets to provide a culturally diverse text that considers B2B marketing in the global context.
Relates B2B marketing to business-to-consumer marketing to give an easy entry to the subject.
Includes 'voices' boxes to provide insight into real-world B2B marketing challenges.
Addresses 'hot' B2B-related topics such as fair trade, retailer power, overseas sourcing, and 'green' marketing to capture students' imagination.
Shows how to optimise the benefit from business networks whilst managing potential risks from these relationships.

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 questions
Web links
Additional recommendations for further reading

Lecturer resources:
Teaching plans for different types of module/course delivery for PG and UG level
Lecturer notes on how to best use the text and the online materials
Suggested 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 discussion
Downloadable PowerPoint slides including all figures from the text.
Additional seminar/tutorial questions/exercises
Additional assignment questions
Additional examination questions

Readership: Students in their second or final year of an undergraduate degree or at postgraduate level, taking B2B modules on a Marketing, Business or Management course.

List of Contents

Part One: The Organisational Marketing Context
1: The Significance of B2B Marketing
2: Organisational Buying Behaviour
Part Two: Inter-Organisational Relationships & Networks
3: Inter-Organisational Relationships
4: Marketing Channels & Supply Chains
5: Industrial Networks
Part Three: Business Marketing Planning
6: B2B Marketing Planning & Analysis
7: B2B Marketing Strategies & Implementation
Part Four: Business Marketing Programmes
8: Business Products
9: Business Services
10: Value & Pricing in B2B Markets
11: B2B Marketing Communications
12: Personal Selling & Sales Management

Author(s)

Nick Ellis, Senior Lecturer in Critical Marketing at the University of Leicester.

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