Business to Business Marketing Management

A Global Perspective

Jim Blythe, Alan Zimmerman

404 pages, parution le 11/02/2005

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Résumé

This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies,

Benefits

Sets B2B in a strategic marketing setting rather than reiterating basic marketing principles which have already been covered in Intro courses.
Sets B2B in a international setting with a European and US author team with contacts for case material on both sides of the Atlantic.
Extensive coverage of customer relationship marketing (CRM), key account management and business to business sales techniques.
Focus on European research and theoretical developments, in particular the work of the influential IMP group.
Covers B2B marketing communications in particular corporate image and brand management, public relations, internet B2B marketing and advertising.
Dedicated chapters on Supply Chain Management, Logistics & Physical Distribution, Sales Promotion, Ethics and Corporate Reputation Management.

L'auteur - Jim Blythe

Jim Blythe , University of Glamorgan

L'auteur - Alan Zimmerman

Alan Zimmerman , College of Staten Island at CUNY

Sommaire

The Business Market Environment
- Introduction to Business to Business Marketing
- How Business Organizations Buy
- Strategic Planning for Global Business Markets
Evaluating Market Opportunities
- Market Research and Information Systems
- Segmentation, Targeting and Positioning
- Market Entry Tactics
Formulating the Marketing Mix
- Product Strategy and Product Development
- Services for Business Markets
- Pricing in Business Markets
- Supply Chain Management
- Logistics and Physical Distribution
- Customer Relationship and Key Account Management
- Business to Business Marketing Communications
- Sales Promotion, Exhibitions and Trade Fairs
- Corporate Reputation Management
Managing the Marketing Program
- Market Planning, Implementation and Control
- Organizing for Maximum Effectiveness
- Ethical Considerations for Business Marketers
- The Future of Business Marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Jim Blythe, Alan Zimmerman
Parution	11/02/2005
Nb. de pages	404
Format	22 x 27,5
Couverture	Broché
Poids	1030g
Intérieur	Noir et Blanc
EAN13	9781844800018
ISBN13	978-1-84480-001-8