Business to Business Marketing Management
Routledge (Verlag)
978-0-415-53702-5 (ISBN)
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Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific—except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include:
placement of B2B in a strategic marketing setting;
full discussion of strategy in a global setting including hypercompetition;
full chapter on ethics early in the text;
detailed review of global B2B services marketing, trade shows and market research;
This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
Professor Alan Zimmerman is Professor and Area Co-ordinator for the International Business (IB) program at City University of New York, College of Staten Island, New York, USA Jim Blythe is Professor of Marketing at Westminster University and Visiting Professor at Plymouth Business School, UK
1. Introduction to Business to Business Marketing 2. How Business Organisations Buy 3. Strategic Planning for Global Business Markets 4.Ethical Considerations for Business Marketers 5. Market Research 6.Segmentation, Targeting and Positioning 7.Market Entry Tactics 8.Product Strategy and Product Development 9.Services for Business Markets 10.Pricing 11.Supply Chain Management 12.Managing Distribution Channels 13.Business to Business Marketing Communications 14.Customer Relationships and Key Account Management 15.Sales Promotion, Exhibitions and Trade Fairs 16.Corporate Reputation Management 17.Marketing Planning, Implementation and Control 18. Organising for Maximum Effectiveness 19.The Future of Business Marketing
| Zusatzinfo | 72 Line drawings, black and white; 6 Halftones, black and white; 80 Tables, black and white; 78 Illustrations, black and white |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 1276 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 0-415-53702-9 / 0415537029 |
| ISBN-13 | 978-0-415-53702-5 / 9780415537025 |
| Zustand | Neuware |
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