Business to business marketing management a global perspective

Introduction to business to business marketingHow business organisations buy -- Strategic planning for global business markets -- Ethical considerations for business marketers -- Market research -- Segmentation, targeting and positioning -- Market entry tactics -- Product strategy and product develo...

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Bibliographische Detailangaben
1. Verfasser:	Zimmerman, Alan S. (VerfasserIn)
Weitere Verfasser:	Blythe, Jim (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	London u.a. Routledge 2013
Ausgabe:	2. ed.
Schlagworte:	B-to-B-Marketing > Theorie > Marketing > Management > Industrial marketing > Lehrbuch > Fallstudie > Business-to-Business-Marketing > Marketingmanagement
Online Zugang:	Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	Introduction to business to business marketingHow business organisations buy -- Strategic planning for global business markets -- Ethical considerations for business marketers -- Market research -- Segmentation, targeting and positioning -- Market entry tactics -- Product strategy and product development -- Services for business markets -- Pricing -- Supply chain management -- Managing distribution channels -- Business to business marketing communications -- Customer relationships and key account management -- Sales promotion, exhibitions and trade fairs -- Corporate reputation management -- Marketing planning, implementation and control -- Organising for maximum effectiveness -- The future of business marketing. Introduction to business to business marketing -- How business organisations buy -- Strategic planning for global business markets -- Ethical considerations for business marketers -- Market research -- Segmentation, targeting and positioning -- Market entry tactics -- Product strategy and product development -- Services for business markets -- Pricing -- Supply chain management -- Managing distribution channels -- Business to business marketing communications -- Customer relationships and key account management -- Sales promotion, exhibitions and trade fairs -- Corporate reputation management -- Marketing planning, implementation and control -- Organising for maximum effectiveness -- The future of business marketing.
Beschreibung:	Includes bibliographical references and index Blythe's name appears first in the earlier edition
Beschreibung:	XXIV, 498 S. graph. Darst. 25 cm
ISBN:	9780415537025 978-0-415-53702-5 9780415537032 978-0-415-53703-2 0415537029 0-415-53702-9 0415537037 0-415-53703-7