Business-to-business marketing management : a global perspective /
Blythe, Jim.
Business-to-business marketing management : a global perspective / Jim Blythe, Alan Zimmerman. - 1st ed. - London : Thomson, 2005. - xviii, 403 p. ; 28 cm.
Includes bibliographical references and index.
Introduction to business-to-business marketing -- How business organizations buy -- Strategic planning for global business markets -- Market research and information systems -- Segmentation, targeting and positioning -- Market entry tactics -- Product strategy and product development -- Services for business markets -- Pricing in business markets -- 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 -- Organizing for maximum effectiveness -- Ethical considerations for business marketers -- The future of business marketing.
9781844800018: £34.99 1844800016 (pbk.)
2005274319
Marketing--Management
Industrial marketing--Management
Business and Management.
Sales & marketing
Organizational theory & behaviour
658.8
Business-to-business marketing management : a global perspective / Jim Blythe, Alan Zimmerman. - 1st ed. - London : Thomson, 2005. - xviii, 403 p. ; 28 cm.
Includes bibliographical references and index.
Introduction to business-to-business marketing -- How business organizations buy -- Strategic planning for global business markets -- Market research and information systems -- Segmentation, targeting and positioning -- Market entry tactics -- Product strategy and product development -- Services for business markets -- Pricing in business markets -- 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 -- Organizing for maximum effectiveness -- Ethical considerations for business marketers -- The future of business marketing.
9781844800018: £34.99 1844800016 (pbk.)
2005274319
Marketing--Management
Industrial marketing--Management
Business and Management.
Sales & marketing
Organizational theory & behaviour
658.8