Business-to-business Marketing Management: A Global Perspective

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Cengage Learning EMEA, 2005 - Business & Economics - 403 pages
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This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies, This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies,
 

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page 59.about market reasearch reasons
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Contents

HOW BUSINESS ORGANIZATIONS BUY
16
STRATEGIC PLANNING FOR GLOBAL BUSINESS MARKETS
32
PART 2
57
CONTENTS
62
SEGMENTATION TARGETING AND POSITIONING
84
MARKET ENTRY TACTICS
101
PART 3
127
SERVICES FOR BUSINESS MARKETS
154
BUSINESSTOBUSINESS MARKETING COMMUNICATIONS
222
CUSTOMER RELATIONSHIPS AND KEYACCOUNT MANAGEMENT
243
SALES PROMOTION EXHIBITIONS AND TRADE FAIRS
275
CORPORATE REPUTATION MANAGEMENT
291
PART 4
315
ORGANIZING FOR MAXIMUM EFFECTIVENESS
338
ETHICAL CONSIDERATIONS FOR BUSINESS MARKETERS
356
THE FUTURE OF BUSINESS MARKETING
384

PRICING IN BUSINESS MARKETS
173
SUPPLYCHAIN MANAGEMENT
192
MANAGING DISTRIBUTION CHANNELS
207
Appendix
396
Copyright

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References to this book

Consumer Behaviour
Jim Blythe
No preview available - 2008
Consumer Behaviour
Jim Blythe
Limited preview - 2008

About the author (2005)

Jim Blythe is Reader in Marketing at the University of Glamorgan.

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