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.
- ISBN10 6610601194
- ISBN13 9786610601196
- Publish Date 1 January 2005 (first published 25 November 2004)
- Publish Status Active
- Out of Print 18 September 2012
- Publish Country US
- Imprint Pearson Education UK
- Format eBook
- Pages 401
- Language English