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Business to Business Marketing Management A Global Perspective

Год выпуска: 2013-03-25
Автор: Alan Zimmerman, Jim Blythe

Synopses & Reviews

Publisher Comments

What makes B2B marketing different? Are business-to-business markets meaningfully different from consumer markets?

The answer is yes: business-to-business buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves are highly complex, often requiring a sophisticated buyer to understand them. They are often more expensive than consumer purchases, making the 'sell' more difficult, and the market itself is smaller.

In effect, B2B marketing is a challenge. To be successful in a B2B environment, you need a specific skills set tailored to the high expectations of your market.

This new edition features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and sustainability. It is 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.

This textbook covers all the aspects of B2B marketing any marketer needs, be they student or professional. It's the only textbook to do so from a global standpoint, giving them the best possible perspective on a market that is often (and more frequently) conducted within a global environment.

Synopsis

Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them.

Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific--except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include:

placement of B2B in a strategic marketing setting;

full discussion of strategy in a global setting including hypercompetition;

full chapter on ethics early in the text;

detailed review of global B2B services marketing, trade shows and market research;

This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.



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