Business to Business Marketing Management ― A Global Perspective
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商品簡介
Business to business markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products have specialist product knowledge and a responsibility to their company, and are far more knowledgeable and demanding than the average consumer. Increasingly, B2B relationships are developed and maintained within a global context. However B2B textbooks tend to be region-specific despite this growing move towards global business relationships. This textbook is an exception. The entire book incorporates a global viewpoint, the result of an international team of authors and cases from across the globe.
Other unique features of this insightful textbook include:
- placement of B2B in a strategic marketing setting;
- full discussion of strategy in a global setting including hypercompetition
- full chapter on ethics and CSR early in the text, and
- detailed review of global B2B services marketing, trade shows and market research.
This new edition has been fully revised and updated with a full set of new and updated case studies and features expanded sections on digital aspects of B2B marketing, CRM and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this textbook is ideal for introductory B2B and intensive courses. Yet it is also comprehensive enough to cover all the aspects of B2B marketing any marketer needs, whether they are students or practitioners seeking to improve their knowledge.
The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides plus a comprehensive case designed to be used as a semester-long project to aid student learning.
作者簡介
Professor Alan Zimmerman is Professor and Area Co-ordinator for the International Business (IB) program at?City University of New York,?College of Staten Island, New York, USA
Jim Blythe is and Visiting Professor of Marketing?at Plymouth Business School, UK
Adam Raman is Senior Lecturer in Marketing and Innovation at Kingston University, UK.
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