Overview

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,

Full Product Details

Author:   Alan Zimmerman (College of Staten Island at CUNY) ,  Jim Blythe
Publisher:   Bloomsbury Publishing PLC
Imprint:   Thomson Learning
Dimensions:   Width: 21.80cm , Height: 1.80cm , Length: 26.90cm
Weight:   1.044kg
ISBN:  

9781844800018

ISBN 10:   1844800016
Pages:   404
Publication Date:   04 November 2004
Audience:   General/trade ,  Professional and scholarly ,  General ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Out of stock  
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.

Table of Contents

PART I: THE BUSINESS MARKET ENVIRONMENT. 1. Introduction to Business-to-Business Marketing. 2. How Business Organizations Buy. 3. Strategic Planning for Global Business Markets. PART II: EVALUATING MARKET OPPORTUNITIES. 4. Market Research and Information Systems. 5. Segmentation, Targeting and Positioning. 6. Market Entry Tactics. PART III: FORMULATING THE MARKETING MIX. 7. Product Strategy and Product Development. 8. Services for Business Markets. 9. Pricing in Business Markets. 10. Supply-Chain Management. 11. Managing Distribution Channels. 12. Business-to-Business Marketing Communications. 13. Customer Relationships and Key Account Management. 14. Sales Promotion, Exhibitions and Trade Fairs. 15. Corporate Reputation Management. PART IV: MANAGING THE MARKETING PROGRAM. 16. Market Planning, Implementation and Control. 17. Organizing for Maximum Effectiveness. 18. Ethical Considerations for Business Marketers. 19. The Future of Business Marketing. Appendix. Index.

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