Business to Business Marketing Management

A Global Perspective
 
 
Routledge (Verlag)
  • 3. Auflage
  • |
  • erschienen am 25. September 2017
  • |
  • 452 Seiten
 
E-Book | PDF mit Adobe-DRM | Systemvoraussetzungen
978-1-317-19008-0 (ISBN)
 

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.

3. Auflage
  • Englisch
  • Milton
  • |
  • Großbritannien
Taylor & Francis Ltd
  • Für höhere Schule und Studium
  • Neue Ausgabe
74 schwarz-weiße Abbildungen, 74 schwarz-weiße Zeichnungen, 98 schwarz-weiße Tabellen
  • 8,83 MB
978-1-317-19008-0 (9781317190080)
weitere Ausgaben werden ermittelt

Alan Zimmerman is Professor and Area Co-ordinator for the International Business (IB) program at the College of Staten Island, City University of New York, USA.

Jim Blythe is a former Visiting Professor of Marketing at Plymouth Business School, UK

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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