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Business-to-Business Marketing.

Author: Nick Ellis; Mark Tadajewski; Andrew Pressey
Publisher: London : SAGE Publications, Limited Thousand Oaks : SAGE Publications, Incorporated [distributor] Jan. 2011
Series: SAGE Library in Marketing Ser.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its widening appeal this collection of seminal articles will be of interest to students, researchers and lecturers of general  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nick Ellis; Mark Tadajewski; Andrew Pressey
ISBN: 9781849205467 1849205469
OCLC Number: 900317972
Target Audience: Scholarly & Professional
Description: 1 online resource.
Contents: V. 1. Introducing B2B marketing --
v. 2. Channels, chains and inter-organizational relationships --
v. 3. Industrial networks and B2B marketing strategy --
v. 4. B2B marketing programmes.
Series Title: SAGE Library in Marketing Ser.

Abstract:

"This four-volume collection is the only detailed survey of business-to-business marketing literature that captures the state of the discipline in its entirety. Business-to-business marketing is fast catching up with business-to-consumer marketing as a subject of study, and in recognition of its widening appeal this collection of seminal articles will be of interest to students, researchers and lecturers of general management, as well as those of marketing. It serves as an intellectual touchstone for academics interested in developing their own research interests further, or who are considering incorporating more business-to-business scholarship. Some of the topics addresses will be familiar, such as marketing channels and relationship marketing, while others are likely to be more novel, like organisational purchasing, supply chains and industrial networks. Assembled and introduced by a team of experts in the field, this collection is an invaluable snapshot of the key theoretical, methodological and managerial issues in this critical and expanding area."--
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