Business to business marketing

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Material type: Text

TextLanguage: English Publication details: Pearson Education, 2005Description: 380 p. ; 25 cmISBN:

9780273682790

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Summary: Business to Business Marketing is written from a marketing management perspective and uniquely integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides an important, though often neglected, bridge between marketing and information systems concepts, within the context of interorganisational relationships. This applied book is orientated to the UK and European markets, although examples are drawn from other regions of the world in order to reflect good practice and the wider global perspective. Business to Business Marketing is geared towards both postgraduate and final year undergraduate students. This book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, E-Business, Business Studies, Business Information Systems and MBA programmes in particular. It can also be used for related units in Engineering and Social studies programmes. Students following the CIM's Professional Diploma - Marketing Communications will also benefit from this book, as well as those taking stand-alone professional B2B marketing seminars.

Holdings ( 2 )
Title notes ( 1 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	HF5415.123 FIL (Browse shelf(Opens below))	Available		B03883
Recommended bibliography book	TBS Barcelona	HF5415.123 FIL (Browse shelf(Opens below))	Not for loan		B03884

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Business to Business Marketing is written from a marketing management perspective and uniquely integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides an important, though often neglected, bridge between marketing and information systems concepts, within the context of interorganisational relationships. This applied book is orientated to the UK and European markets, although examples are drawn from other regions of the world in order to reflect good practice and the wider global perspective. Business to Business Marketing is geared towards both postgraduate and final year undergraduate students. This book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, E-Business, Business Studies, Business Information Systems and MBA programmes in particular. It can also be used for related units in Engineering and Social studies programmes. Students following the CIM's Professional Diploma - Marketing Communications will also benefit from this book, as well as those taking stand-alone professional B2B marketing seminars.