5th Edition
Business to Business Marketing Management A Global Perspective
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 2: Evaluating market opportunities 5. Market research 6. Segmentation, targeting, and positioning 7. Market entry tactics Section 3: 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 4: Managing the marketing program 17. Marketing planning, implementation, and control 18. Organizing for maximum effectiveness 19. The future of business marketing
Biography
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.
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
For those looking to add to their teaching repertoire, the addition of Prof Tzempelikos to the authorship team ensures this textbook continues to explore practical business marketing issues, with accessible and relevant examples.
The order of the topics sets this 5th Edition apart. Active B-to-B professors and scholars will find the sequence an informative update, and those currently teaching introductory marketing will find that this edition provides easy access to the world of B2B marketing. The crosstalk between business to consumer and Business to Business helps make lectures more relatable to both topics at undergraduate and graduate level. For 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, what is needed now is a complete checklist of tactical issues. This new edition provides exactly that.
J. David Lichtenthal, Professor, Baruch College, USA
