Business-to-business Marketing: Relationships, Systems And Communications

Abstract

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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