Business to business marketing management : a global perspective / Alan Zimmerman and Jim Blythe.
By: Zimmerman, Alan S.
Contributor(s): Blythe, Jim.
Material type:
TextPublisher: New York, NY : Routledge, 2013Edition: 2nd ed.Description: xxiv, 498 p., : ill., ; 25 cm.ISBN: 9780415537025 (hardback); 9780415537032 (pbk.); 9780203067581 (ebook).Subject(s): Marketing -- ManagementDDC classification: 658.8/04 | Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Long Loan Book
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Kirinyaga University Library General Stacks | Non-fiction | HF5415.13 .Z56 2013 | Available | KYU/2017/5305 |
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.