Relationships, networks and strategies<\/p>\n
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.
\nThe 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
\nshort case examples.
\nThe 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.
\nA 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.
\nOnline Resource Centre:
\nStudent resources:
\nAdditional cases with accompanying questions
\nWeb links
\nAdditional recommendations for further reading
\nLecturer resources:
\nTeaching plans for different types of module\/course delivery for PG and UG level
\nLecturer notes on how to best use the text and the online materials
\nSuggested answers to end-of-chapter summary questions and further topics highlighted for discussion and debate.
\nComments on the book’s cases and case questions. Comments include brief suggested answers and further topics related to the case for seminar discussion
\nDownloadable PowerPoint slides including all figures from the text.
\nAdditional seminar\/tutorial questions\/exercises
\nAdditional assignment questions
\nAdditional examination questions<\/p>\n
<\/p>\n
Auteur: Nick Ellis<\/p>\n
Taal: Engels<\/p>\n
Bindwijze: paperback<\/p>\n
Rubriek: Reclame en verkoop<\/p>\n
Leverbaarheid: Direct leverbaar<\/p>\n
Uitgever: Oxford University Press<\/p>\n
Verschijningsdatum: 2010-11-25T00:00:00+01:00<\/p>\n
Trefwoord:<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
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.
\nThe 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
\nshort case examples.
\nThe 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.
\nA 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.
\nOnline Resource Centre:
\nStudent resources:
\nAdditional cases with accompanying questions
\nWeb links
\nAdditional recommendations for further reading
\nLecturer resources:
\nTeaching plans for different types of module\/course delivery for PG and UG level
\nLecturer notes on how to best use the text and the online materials
\nSuggested answers to end-of-chapter summary questions and further topics highlighted for discussion and debate.
\nComments on the book’s cases and case questions. Comments include brief suggested answers and further topics related to the case for seminar discussion
\nDownloadable PowerPoint slides including all figures from the text.
\nAdditional seminar\/tutorial questions\/exercises
\nAdditional assignment questions
\nAdditional examination questions<\/p>\n","protected":false},"featured_media":6540,"comment_status":"closed","ping_status":"open","template":"","meta":[],"product_brand":[],"product_cat":[23],"product_tag":[],"class_list":{"0":"post-6539","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-reclame-en-verkoop","8":"first","9":"instock","10":"product-type-external"},"_links":{"self":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product\/6539","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/types\/product"}],"replies":[{"embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/comments?post=6539"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/media\/6540"}],"wp:attachment":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/media?parent=6539"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product_brand?post=6539"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product_cat?post=6539"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product_tag?post=6539"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}