Alan Zimmerman, Jim Blythe (UK Westminster University)

Business to Business Marketing Management

A Global Perspective

• Broschiertes Buch

Produktbeschreibung

Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 4 ed
• Seitenzahl: 520
• Erscheinungstermin: 23. Dezember 2021
• Englisch
• Abmessung: 174mm x 311mm x 28mm
• Gewicht: 1034g
• ISBN-13: 9780367757946
• ISBN-10: 036775794X
• Artikelnr.: 62634674

Autorenporträt

Alan Zimmerman is Professor and Area Coordinator for the International Business (IB) program at the College of Staten Island, City University of New York, USA. Jim Blythe is former Visiting Professor of Marketing at Plymouth Business School, UK.

Inhaltsangabe

Section I: The Business Market Environment
1. Introduction to business to business marketing
2. How business organizations buy
3. Strategic planning for global business markets
4. Ethical considerations for business marketers
Section II: Evaluating Market Opportunities
5. Market research
6. Segmentation, targeting, and positioning
7. Market entry tactics
Section III: Formulating the Marketing Mix
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. Public relations and corporate reputation management
Section IV: Managing the Marketing Program
17. Marketing planning, implementation, and control
18. Organizing for maximum effectiveness
19. The future of business marketing