Business to business marketing management : a global perspective

著者

書誌事項

Business to business marketing management : a global perspective

Alan Zimmerman, Jim Blythe

Routledge, 2022

4th ed

  • : pbk

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注記

Previous edition: 2018

Includes bibliographical references and index

内容説明・目次

内容説明

* Unlike the competing texts, this takes a truly global perspective, full of real-life case studies from a broad range of regions and organizations, which bring the in-depth theory to life * The new edition features new and updated case studies, new coverage of non-profit and government marketing, online marketing, ethics and corporate social responsibility * The text itself is structured around pedagogy designed to facilitate learning, including chapter review questions, case studies with follow-up questions, and a rich collection of diagrams and figures * Supplemented by extensive online resources

目次

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

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