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 -- School of Business and EducationDDC classification: 658.8/04 | Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HF5415.13 .Z56 2013 (Browse shelf) | Available | KYU/2017/5305 |
Close shelf browser
|
No cover image available No cover image available |
|
|
|
|
|
||
| HF5415.13.R4 1973 Introduction to marketing management; | HF5415.13 .S29 2008 Marketing management | HF5415.13 .S64 2006 Marketing Management | HF5415.13 .Z56 2013 Business to business marketing management : | HF5415.135 C72 1991 Strategic marketing | HF 5415.135 .K47 2011 Strategic marketing problems : | HF5415.15 .B69 1992 The economics of quality, grades, and brands / |
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.