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Full Product Details

Author:   Alan Zimmerman ,  Jim Blythe (Westminster University, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   4th edition
Weight:   1.760kg
ISBN:  

9780367757946

ISBN 10:   036775794
Pages:   520
Publication Date:   23 December 2021
Audience:   College/higher education ,  Tertiary & Higher Education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

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Author Information

Alan Zimmerman is Professor and Area Coordinator for the International Business (IB) program at the College of Staten Island, City University of New York, USA. Jim Blythe is former Visiting Professor of Marketing at Plymouth Business School, UK.

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