Business to business marketing management : a global perspective / Alan Zimmerman and Jim Blythe.
By: Zimmerman, Alan S [author]
.
Contributor(s): Blythe, Jim [author].
Material type: 
BookPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2018Copyright date: ©2018Edition: Third edition.Description: xiii, 438 pages : 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781138680760 (paperback).Subject(s): Marketing -- ManagementAdditional physical formats: Electronic version:.: Business to business marketing management : a global perspectiveDDC classification: 658.804 Also available in electronic form. | Item type | Current library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.804 (Browse shelf(Opens below)) | Available | MTU Cork Module MRKT 7017- Core reading. | 00218132 | ||
| General Lending | MTU Bishopstown Library Lending | 658.804 (Browse shelf(Opens below)) | Available | MTU Cork Module MRKT 7017 - Core reading | 00218131 |
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Enhanced descriptions from Syndetics:
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.
Includes bibliographical references and index.
The business market environment -- Evaluating market opportunities -- Formulating the marketing mix -- Managing the marketing program.
MTU Cork Module MRKT 7017 - Core reading.
Also available in electronic form.
Table of contents provided by Syndetics
- List of figures (p. ix)
- List of tables (p. xi)
- Acknowledgments (p. xiv)
- Section I The business market environment (p. 1)
- 1 Introduction to business to business marketing (p. 3)
- 2 How business organizations buy (p. 18)
- 3 Strategic planning for global business markets (p. 35)
- 4 Ethical considerations for business marketers (p. 58)
- Section II Evaluating market opportunities (p. 81)
- 5 Market research (p. 83)
- 6 Segmentation, targeting, and positioning (p. 109)
- 7 Market entry tactics (p. 129)
- Section III Formulating the marketing mix (p. 153)
- 8 Product strategy and product development (p. 155)
- 9 Services for business markets (p. 185)
- 10 Pricing (p. 207)
- 11 Supply chain management (p. 228)
- 12 Managing distribution channels (p. 245)
- 13 Business to business marketing communications (p. 262)
- 14 Customer relationships and key-account management (p. 283)
- 15 Sales promotion, exhibitions, and trade fairs (p. 312)
- 16 Public relations and corporate reputation management (p. 329)
- Section IV Managing the marketing program (p. 353)
- 17 Marketing planning, implementation, and control (p. 355)
- 18 Organizing for maximum effectiveness (p. 372)
- 19 The future of business marketing (p. 393)
- Appendix A Foreign exchange (p. 410)
- Appendix B Marketing plan (p. 413)
- Appendix C Comprehensive case (p. 415)
- Index (p. 432)
Author notes provided by Syndetics
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.