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Business to business marketing management : a global perspective / Alan Zimmerman, Jim Blythe.

By: Zimmerman, Alan SContributor(s): Blythe, JimMaterial type: Text

TextLanguage: English Publisher: New York: Routledge, 2022Edition: 4th edDescription: xv, 519 pages; illu; 2 cmISBN: 9780367757946Subject(s): Marketing Management | Industrial marketing -- ManagementDDC classification: 658.8

Contents:

Section I: The business market environment Introduction to business to business marketing How business organizations buy Strategic planning for global business markets Ethical considerations for business marketers Section II: Evaluating marketing opportunities Market research Segmentation, targeting and positioning Market entry tactics Section III: Product strategy and product development Services for business markets Pricing Supply chain management Managing distribution channels Business to business marketing communications Customer relationships and key-account management Sales promotion, exhibitions and trade fairs Public relations and corporate reputation management Section IV: Managing the marketing program Marketing planning, implementation and control Organizing for maximum effectiveness The future of business marketing

List(s) this item appears in: New Arrivals - May 1st to 31st 2024

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Item type	Current location	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.8 ZIM (Browse shelf)	Available		48052

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Includes bibliographical references and index.

Section I: The business market environment
Introduction to business to business marketing
How business organizations buy
Strategic planning for global business markets
Ethical considerations for business marketers
Section II: Evaluating marketing opportunities
Market research
Segmentation, targeting and positioning
Market entry tactics
Section III: Product strategy and product development
Services for business markets
Pricing
Supply chain management
Managing distribution channels
Business to business marketing communications
Customer relationships and key-account management
Sales promotion, exhibitions and trade fairs
Public relations and corporate reputation management
Section IV: Managing the marketing program
Marketing planning, implementation and control
Organizing for maximum effectiveness
The future of business marketing

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