Business to business marketing management : a global perspective
著者
書誌事項
Business to business marketing management : a global perspective
Routledge, 2013
2nd ed
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them.
Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific-except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include:
placement of B2B in a strategic marketing setting;
full discussion of strategy in a global setting including hypercompetition;
full chapter on ethics early in the text;
detailed review of global B2B services marketing, trade shows and market research;
This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
目次
1. Introduction to Business to Business Marketing 2. How Business Organisations Buy 3. Strategic Planning for Global Business Markets 4.Ethical Considerations for Business Marketers 5. Market Research 6.Segmentation, Targeting and Positioning 7.Market Entry Tactics 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.Corporate Reputation Management 17.Marketing Planning, Implementation and Control 18. Organising for Maximum Effectiveness 19.The Future of Business Marketing
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