Business-to-Business Marketing: Relationships, Networks, and Strategies (Asian Edition)

Abstract

The Asian edition of Business-to-Business Marketing: Relationships, Networks, and Strategies provides a comprehensive introduction to the important theoretical and managerial issues of B2B marketing. It raises students' awareness of the significance of B2B marketing in modern economies, in both local and global contexts. The book shows that B2B marketing is about managing the complex network of buying and selling relationships between organizations. The text includes detailed discussions concerning the role of individual managers and the organizations they represent; outlines possible managerial solutions to common B2B marketing dilemmas; and examines issues such as e-commerce in B2B markets, key account management, and supply-chain ethics. Theoretical discussion is carefully interwoven with a series of long and short case examples. The text is organized in four parts. Part one introduces the concept of organizational marketing; part two discusses inter-organizational relationships and networks; part three elaborates on business marketing planning; part four discusses business marketing programmes; and part five includes a discussion on the B2B market in India. A range of pedagogical features aid understanding: 'mini cases' from a variety of international contexts; 'voices' of practitioners talking about the problems they face; 'number crunching' boxes highlighting how an organization's sales, profits, and numbers of workers depend on successful B2B marketing; 'food for thought' boxes encouraging students to think about the recommendations in the text; and longer case studies illustrating specific marketing issues.