TY  - BOOK
AU  - Zimmerman, Alan
AU  - Blythe, Jim
TI  - Business to business marketing management (2013)
SN  - 9780415537032
PY  - 2013///
PB  - Routledge
KW  - HF COMMERCE
KW  - Industrial marketing
KW  -  Internet
KW  -  Market
KW  - Customer relations
KW  -  Loyalty
KW  -  Purchasing
KW  -  Purchase decision
KW  - Strategic planning
KW  -  Competitive advantage
KW  - Globalization
KW  - Business ethics
KW  -  Market research
KW  -  Segmentation
KW  -  Product launch
KW  -  services
KW  -  Price
KW  -  Supply chain
KW  -  Distribution
KW  -  Communication
KW  -  Promotion
KW  -  Fairs and congresses
KW  -  Corporate reputation
KW  - Marketing
KW  - Planning
KW  -  Effectiveness
KW  -  Case studies
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
N1  - a global perspective
N2  - 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
UR  - https://books.google.es/books?id=mkrwJOzdH9gC&lpg=PP1&dq=Business%20to%20business%20marketing%20management&hl=es&pg=PP1#v=onepage&q=Business%20to%20business%20marketing%20management&f=false
ER  -