Recommended book: Business Marketing Face to Face by Chris Fill, Scot McKee

Business Marketing Face to Face by Chris Fill, Scot McKee

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Item specifics

Condition:

Acceptable: A book with obvious wear. May have some damage to the cover but integrity still intact. The binding
Publication Year: 2011
Format: Paperback Language: English
ISBN:

9781906884550

EAN:

9781906884550

Business Marketing Face to Face by Chris Fill, Scot McKee

Product Details

Synopsis
Business Marketing is an academic textbook written from a marketing management perspective. It is about the marketing methods, issues and principles associated with the relationships and interactions between organisations. The once predictable world of business (B2B) marketing is changing. It is now a complex and challenging environment populated by an increasing number of channels, fast developing technology and the expectation that everything and everyone is accountable. It is characterised by changing buyer behaviours and an emphasis on conversations and connectedness. Despite these complexities and challenges, at the root of business marketing remains the need to find, develop and maintain relationships. Accordingly, this book is anchored to two main principles, namely, generating demand and building fruitful marketing based relationships. To drive demand, establish relationships that of mutual value, and to weave a route through the various complexities, it is important to understand the nature and changing perspectives of B2B buyers. From this knowledge organisations are better placed to create more buyer-centric demand generation strategies. Business Marketing is underpinned and shaped by these ideas. Demand generation issues are recognised throughout the book and a chapter is dedicated to understanding relationship marketing principles.This is an applied text, in the sense that the theory and concepts of business marketing are interpreted in the light of business practice. This marketing management perspective is important structural feature of the book Each chapter opens with a ‘slice of life.’ These are commentaries written by Scot McKee, recalling his experiences of customers, events and issues over the last 20 years when running his own B2B marketing agency, Birddog. with each chapter containing a number of brief examples of business practice that demonstrate marketing theory in action. In addition each chapter contains a question, designed to encourage readers to consider the issues at hand. A range of organisations are used to illustrate practice, from the large multinational blue chip organisations to small and medium-sized companies with relatively scarce resources, and from the commercial and private companies to the not-for-profit and public sector organisations. Business Marketing is suitable for senior undergraduate and postgraduate students of marketing in universities or on professional diploma courses.

Product Identifiers
ISBN-10 1906884552
ISBN-13 9781906884550
eBay Product ID (ePID) 111849908

Key Details
Author Chris Fill, Scot McKee
Number Of Pages 344 pages
Format Paperback
Publication Date 2011-10-01
Language English
Publisher Goodfellow Publishers, Limited
Publication Year 2011

Additional Details
Copyright Date 2011
Illustrated Yes

Dimensions
Width 7.4 In.
Length 9.7 In.

Target Audience
Group College Audience

Classification Method
Dewey Decimal 658.802
Dewey Edition 23

Reviews
“Beware! Your view of B2B marketing will be quite different after reading this book. Chris & Scot provoke your thinking and stimulate questions in this important area of marketing.”Peter Williams CEng, Chartered Marketer, Senior Lecturer, Leeds Business School

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