Zimmerman, Alan S., 1942-
Business to business marketing management : a global perspective / Alan Zimmerman and Jim Blythe. - 2nd ed. - New York, NY : Routledge, 2013. - xxiv, 498 p., : ill., ; 25 cm.
Blythe's name appears first in the earlier edition.
Includes bibliographical references and index.
Introduction to business to business marketing -- How business organisations buy -- Strategic planning for global business markets -- Ethical considerations for business marketers -- Market research -- Segmentation, targeting and positioning -- Market entry tactics -- 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 -- Corporate reputation management -- Marketing planning, implementation and control -- Organising for maximum effectiveness -- The future of business marketing.
9780415537025 (hardback) 9780415537032 (pbk.) 9780203067581 (ebook)
2012036653
Marketing--School of Business and Education
HF5415.13 / .Z56 2013
658.8/04
Business to business marketing management : a global perspective / Alan Zimmerman and Jim Blythe. - 2nd ed. - New York, NY : Routledge, 2013. - xxiv, 498 p., : ill., ; 25 cm.
Blythe's name appears first in the earlier edition.
Includes bibliographical references and index.
Introduction to business to business marketing -- How business organisations buy -- Strategic planning for global business markets -- Ethical considerations for business marketers -- Market research -- Segmentation, targeting and positioning -- Market entry tactics -- 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 -- Corporate reputation management -- Marketing planning, implementation and control -- Organising for maximum effectiveness -- The future of business marketing.
9780415537025 (hardback) 9780415537032 (pbk.) 9780203067581 (ebook)
2012036653
Marketing--School of Business and Education
HF5415.13 / .Z56 2013
658.8/04