000			03123nam a22004097a 4500
001			0078037
003			BD-SySUS
005			20230622091857.0
008			210630s2021 nyu b 001 0 eng
010			_a 2021029946
020			_a9780367757922 _q(hardback)
020			_a9780367757946 _q(paperback)
022			_a9780367757946
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.13 _b.B565 2021
082	0	0	_a658.8 _223 _bZIB
100	1		_aZimmerman, Alan S., _d1942- _eauthor. _962420
245	1	0	_aBusiness to business marketing management : _ba global perspective / _cAlan Zimmerman, Jim Blythe.
250			_aFourth edition.
263			_a2112
264		1	_aNew York : _bRoutledge, Taylor & Francis Group, _c2021.
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of the authors' Business to business marketing management, 2018.
504			_aIncludes bibliographical references and index.
520			_a"Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe. This new edition has been fully revised with new and updated case studies from a variety of regions. Every chapter has been brought in line with current business-to-business research, alongside new coverage of non-profit and government marketing, digital marketing, ethics and corporate social responsibility. Other unique features include: the placement of B2B in a strategic marketing context; a full discussion of strategy in a global setting including hypercompetition; a detailed review of global B2B services marketing, trade shows and market research. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all the aspects of B2B marketing management that any marketer needs, whether they are students or practitioners seeking to improve their knowledge. The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, test bank of questions, and practical exercises to aid student learning"-- _cProvided by publisher.
650		0	_aMarketing _xManagement. _962421
650		0	_aIndustrial marketing _xManagement. _962422
700	1		_aBlythe, Jim, _eauthor. _962423
776	0	8	_iOnline version: _aZimmerman, Alan, 1942- _tBusiness to business marketing management _bFourth edition. _dNew York : Routledge, 2021 _z9781003164036 _w(DLC) 2021029947
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK
999			_c84857 _d84857