Business to business marketing management : a global perspective / Alan Zimmerman, Jim Blythe

Livre

Zimmerman, Alan S. (1942-....). Auteur | Blythe, Jim (1951-....). Auteur

Edited by Routledge, Taylor & Francis Group - 2022

La quatrième de couverture indique : "Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe. This new edition has been fully revised with new and updated case studies from a variety of regions. Every chapter has been brought in line with current business-to-business research, alongside new coverage of non-profit and government marketing, digital marketing, ethics and corporate social responsibility. Other unique features include: the placement of B2B in a strategic marketing context; a full discussion of strategy in a global setting including hypercompetition; a detailed review of global B2B services marketing, trade shows and market research. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all the aspects of B2B marketing management that any marketer needs, whether they are students or practitioners seeking to improve their knowledge. The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, test bank of questions, and practical exercises to aid student learning".

Vérification des exemplaires disponibles ...

Se procurer le document

Vérification des exemplaires disponibles ...

Suggestions

Du même auteur

Business to business marketing management : a global perspective / Alan Zim...

Livre | Zimmerman, Alan S. (1942-....). Auteur | 2018 - Third edition

Principles & practice of marketing / Jim Blythe

Livre | Blythe, Jim (1951-....). Auteur | 2006

Marketing strategy / Jim Blythe

Livre | Blythe, Jim (1951-....). Auteur | 2003

Du même sujet

Marketing : defined, explained, applied / Michael Levens

Livre | Levens, Michael. Auteur | 2010

Marketing management / Philip Kotler, Kevin Lane Keller et Alexander Cherne...

Livre | Kotler, Philip (1931-....). Auteur | 2022 - 16e edition

The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalizatio...

Blue ocean shift : beyond competing : proven steps to inspire confidence an...

Livre | Kim, W. Chan

Drawing on more than a decade of work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organisation from a red ocea...

Strategic social marketing : for behaviour & social change / Jeff French & ...

Livre | French, Jeff. Auteur | 2020 - Second edition.

Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applyi...

Le marketing peut-il sauver le monde ? / Nicolas Lambert

Livre | Lambert, Nicolas (1970-....). Auteur | 2023

Réinventer le marketing pour un monde plus durable est une formidable opportunité d'accélérer la transition vers une économie plus respectueuse de la planète et de l'homme. Cela implique, pour les professionnels du marketing, de s...

L' étude marketing du XXIe siècle / Édouard Richemond

Livre | Richemond, Édouard. Auteur | 2019

La 4è de couv. indique : "Comment faire la différence ? Cet ouvrage va directement traiter de la réalisation d'une étude marketing en présentant des techniques novatrices dont certaines jamais vues ailleurs. Nous commencerons par ...

Chargement des enrichissements...