Business to business marketing management : a global perspective

書誌事項

Business to business marketing management : a global perspective

Alan Zimmerman and Jim Blythe

Routledge, 2018

3rd ed

  • : hbk

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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 as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships - except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics and CSR early in the text; and detailed review of global B2B services marketing, trade shows, and market research. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. Yet, it is 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

Table of Contents SECTION ONE: The Business Market Environment Chapter 1 Introduction to business to business marketing Chapter 2 How business organizations buy Chapter 3 Strategic planning for global business markets Chapter 4 Ethical considerations for business marketers SECTION TWO: Evaluating Market Opportunities Chapter 5 Market research Chapter 6 Segmentation, targeting, and positioning Chapter 7 Market entry tactics SECTION THREE: Formulating the Marketing Mix Chapter 8 Product strategy and product development Chapter 9 Services for business markets Chapter 10 Pricing Chapter 11 Supply chain management Chapter 12 Managing distribution channels Chapter 13 Business to business marketing communications Chapter 14 Customer relationships and key-account management Chapter 15 Sales promotion, exhibitions, and trade fairs Chapter 16 Public relations and corporate reputation management SECTION FOUR: Managing the Marketing Program Chapter 17 Marketing planning, implementation, and control Chapter 18 Organizing for maximum effectiveness Chapter 19 The future of business marketing

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詳細情報

  • NII書誌ID(NCID)
    BC17091133
  • ISBN
    • 9781138680753
  • LCCN
    2017005845
  • 出版国コード
    uk
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    Abingdon
  • ページ数/冊数
    xiii, 438 p.
  • 大きさ
    26 cm
  • 分類
  • 件名
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