Autorentext

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.

Klappentext

Leveraging its distinctive global perspective on the business-to-business (B2B) marketing environment, the fifth edition of this well-regarded textbook provides readers with essential strategies for navigating the increasingly borderless world of B2B marketing today.

All chapters have been updated to incorporate contemporary research insights on B2B marketing. New material has been added throughout the book addressing cutting-edge technological developments in the B2B sphere, particularly artificial intelligence, empowering readers to confidently overcome the disruption affecting the field and instead harness the strategic opportunities offered by these changes. This textbook is supported by a wealth of pedagogical features, also revised for this edition, such as international case studies and real-life examples, accompanying case questions, talking points, chapter objectives, chapter summaries and review questions.

Comprehensive and readable, this book is ideal for advanced undergraduate and postgraduate students of B2B marketing, marketing management and marketing strategy.

Online supplementary resources include chapter PowerPoint slides and a comprehensive instructor guide containing teaching notes, practical exercises, a test bank of exam questions and essay topics, and an additional case study with questions designed for each chapter topic to aid student learning.

Inhalt

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