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Author:   Alan Zimmerman ,  Jim Blythe (Westminster University, UK) ,  Nektarios Tzempelikos
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   5th edition
Weight:   1.190kg
ISBN:  

9781003863304

ISBN 10:   1003863302
Pages:   542
Publication Date:   17 March 2026
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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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

Reviews

This is an outstanding textbook on international business. It provides detailed coverage of the major factors driving IB today. In particular, this edition has impressive coverage of the impact of artificial intelligence and social media. It could be an excellent resource for students and practitioners. Thomas Tellefsen Ph.D., Professor of Marketing, Chazanoff School of Business, College of Staten Island, CUNY, USA. This textbook is comprehensive, engaging and a great resource to help students understand the complexities and challenges of contemporary marketing. The connecting of academic theory and practical application undoubtedly enhances the ability to perform at the operational and strategic levels in the global marketplace. Eoghan O' Grady DSocSci, Senior Lecturer in Strategy, Faculty of Business, Technological University Dublin, Ireland Those looking to add to their teaching repertoire, the addition of Prof Tzempelikos to the authorship team all but assures this textbook will continue to provide a checklist of tactical business marketing issues with accessible examples. The order of the topics sets this 5th Editon apart. Active B-to-B professors and scholars will find the sequence an informative update and those already teaching “Intro” will also find easier access. The crosstalk between “Intro” and B-to-B will inform and help make lectures more relatable to both topics at undergraduate and graduate level. Those who have been teaching in the Product and Selling/ Sales Management areas, similar constructive interaction will become readily apparent. Gone are the days of teaching just “principles” of any marketing area. Rather, it is a replete checklist of tactical issues. J. David Lichtenthal, Professor, Baruch College, USA

""This is an outstanding textbook on International Business. It provides detailed coverage of the major factors driving IB today. In particular, this edition has impressive coverage of the impact of artificial intelligence and social media. It could be an excellent resource for students and practitioners."" Thomas Tellefsen, Ph.D., Professor of Marketing, Chazanoff School of Business, College of Staten Island, CUNY, U.S.A. ""This textbook is comprehensive, engaging and a great resource to help students understand the complexities and challenges of contemporary marketing. The connecting of academic theory and practical application undoubtedly enhances the ability to perform at the operational and strategic levels in the global marketplace."" Eoghan O' Grady, DSocSci, Senior Lecturer in Strategy, Faculty of Business,Technological University Dublin, Ireland

""This is an outstanding textbook on international business. It provides detailed coverage of the major factors driving IB today. In particular, this edition has impressive coverage of the impact of artificial intelligence and social media. It could be an excellent resource for students and practitioners."" Thomas Tellefsen, Ph.D., Professor of Marketing, Chazanoff School of Business, College of Staten Island, CUNY, USA. ""This textbook is comprehensive, engaging and a great resource to help students understand the complexities and challenges of contemporary marketing. The connecting of academic theory and practical application undoubtedly enhances the ability to perform at the operational and strategic levels in the global marketplace."" Eoghan O' Grady, DSocSci, Senior Lecturer in Strategy, Faculty of Business, Technological University Dublin, Ireland

Author Information

Alan Zimmerman is Emeritus 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. Nektarios Tzempelikos is Professor of Marketing at Anglia Ruskin University, UK.

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