Relationships, networks and strategies Nick Ellis is a textbook that provides in-depth insight into b2b marketing. It covers both the theoretical and practical aspects of business marketing within complex networks between organizations.
This learning resource focuses on the importance of b2b marketing in local and global economies by highlighting the dynamics of relationships and networks between companies. The text discusses the role of managers, practical solutions to marketing problems, and current topics such as e-commerce, key account management, and ethics in the supply chain.
Contents
The content is divided into four clear sections: the marketing context of organizations, interorganizational relationships and networks, marketing planning, and marketing programs. Various educational elements such as mini-cases, practical experiences, data analyses, and discussion questions support the learning process.
Product specifications
- Author: Nick Ellis (Senior Lecturer in Critical Marketing, University of Leicester)
- Publisher: Oxford University Press
- Publication date: 25 November 2010
- Pages: 384
- ISBN: 9780199551682
- Theme: Advertising
- BISAC: BUSINESS & ECONOMICS / Advertising & Promotion
About the author
Nick Ellis specializes in critical marketing and has extensive experience with b2b marketing and research into industrial networks. He teaches at various levels and publishes in leading academic journals. His background in marketing and procurement at a major retail organization contributes to his practice-oriented approach.