Business to Business Marketing
Relationships, Systems & Communications

By Chris Fill & Karen E. Fill
Financial Times / Pearson Education Limited
February 2005
ISBN: 0273682792
400 Pages, 7 " x 9 "
$82.50 Paper Original


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 interorganizational 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 programs in particular. It can also be used for related units in Engineering and Social studies programs. 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.

Features " Each chapter is pedagogically sound to help readers develop their understanding in a structured and logical manner.

Features include:
Sets of aims and objectives
Examples
Discussion questions
Navigation aids
Summary
" Examples of technology applications by organisations help students gain wider context of how important technology is to a company's efficiency.
" Students can understand how theory and concepts of business marketing are applied to the real world and illustrated through a variety of different companies from the large multinational blue chip organisations to small and medium sized companies with relatively scarce resources.

Contents
PART ONE: INTRODUCTION
1. An Introduction to Business-to-Business Marketing
2. Introduction to Business Information Systems
PART TWO: B2B MARKETING MANAGEMENT
3. B2B Market Segmentation and Positioning
4. Building Value - Business Products and Pricing
5. Organisational Buying Behaviour
6. Interorganisational Relationships Aims and Objectives
PART THREE: MARKETING CHANNELS AND NETWORKS
7. Marketing Channels
8. Channel Organisation, Structures and Networks
9. B2B Management Issues
PART FOUR - B2B MARKETING COMMUNICATIONS
10. B2B Marketing Communications Strategy
11. The Tools of B2B Marketing Communications
12. Personal Selling and Key Account Management

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