| 000 | 04078cam a22003978i 4500 | ||
|---|---|---|---|
| 003 | CUTN | ||
| 005 | 20250415112029.0 | ||
| 008 | 210630s2021 nyu b 001 0 eng | ||
| 020 | _a9780367757922 | ||
| 020 | _a9780367757946 | ||
| 020 | _z9781003164036 | ||
| 041 | _aEnglish | ||
| 042 | _apcc | ||
| 082 | 0 | 0 |
_a658.8 _223 _bZIM |
| 100 | 1 | _aZimmerman, Alan S., | |
| 100 | 1 |
_d1942- _eauthor. |
|
| 245 | 1 | 0 |
_aBusiness to business marketing management : _ba global perspective / _cAlan Zimmerman, Jim Blythe. |
| 250 | _aFourth edition. | ||
| 260 |
_bRoutledge, _c2022. |
||
| 263 | _a2112 | ||
| 300 |
_a520 pages : _c17.4 x 3.07 x 24.6 cm |
||
| 500 | _aRevised edition of the authors' Business to business marketing management, 2018. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | _tCover Half Title Page Title Page Copyright Page Dedication Page Contents List of figures List of tables List of exhibits Acknowledgments 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 Appendix A Foreign exchange Appendix B Marketing plan Appendix C Comprehensive case Index | ||
| 520 | _a"Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. 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. This new edition has been fully revised with new and updated case studies from a variety of regions. Every chapter has been brought in line with current business-to-business research, alongside new coverage of non-profit and government marketing, digital marketing, ethics and corporate social responsibility. Other unique features include: the placement of B2B in a strategic marketing context; a full discussion of strategy in a global setting including hypercompetition; a detailed review of global B2B services marketing, trade shows and market research. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all the aspects of B2B marketing management that any marketer needs, whether they are students or practitioners seeking to improve their knowledge. The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, test bank of questions, and practical exercises to aid student learning"-- | ||
| 650 | 0 | _aMarketing | |
| 650 | 0 | _aIndustrial marketing | |
| 650 | 0 | _xManagement. | |
| 650 | 0 | _xManagement. | |
| 700 | 1 | _aBlythe, Jim, | |
| 700 | 1 | _eauthor. | |
| 776 | 0 | 8 |
_iOnline version: _aZimmerman, Alan, 1942- _tBusiness to business marketing management _bFourth edition. _dNew York : Routledge, 2021 _z9781003164036 _w(DLC) 2021029947 |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2ddc _cBOOKS |
||
| 999 |
_c44176 _d44176 |
||