Business to Business Marketing Management (häftad)
Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
520
Utgivningsdatum
2021-12-23
Upplaga
4 ed
Förlag
Routledge
Medarbetare
Blythe, Jim
Illustratör/Fotograf
color 74 Illustrations 74 Line drawings, color 100 Tables color
Illustrationer
74 Line drawings, color; 100 Tables, color; 74 Illustrations, color
Dimensioner
244 x 170 x 28 mm
Vikt
849 g
Antal komponenter
1
Komponenter
1467:Standard Color 6.69 x 9.61 in or 244 x 170 mm (Pinched Crown) Perfect Bound on White w/Matte La
ISBN
9780367757946
Business to Business Marketing Management (häftad)

Business to Business Marketing Management

A Global Perspective

Häftad Engelska, 2021-12-23
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* Unlike the competing texts, this takes a truly global perspective, full of real-life case studies from a broad range of regions and organizations, which bring the in-depth theory to life * The new edition features new and updated case studies, new coverage of non-profit and government marketing, online marketing, ethics and corporate social responsibility * The text itself is structured around pedagogy designed to facilitate learning, including chapter review questions, case studies with follow-up questions, and a rich collection of diagrams and figures * Supplemented by extensive online resources
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Övrig information

Alan Zimmerman is 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.

Innehållsförteckning

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