000 02447nam a2200613Ia 4500
001 1585
008 230305s2013 xx 000 0 und d
020 _a9780415537032
040 _cTBS
041 _aeng
043 _aen_UK
245 0 _aBusiness to business marketing management (2013)
250 _a2ยช
260 _bRoutledge,
_c2013
300 _axxiv + 498 p. ; 25 cm
500 _aa global perspective
520 _aBusiness 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.
590 _bPreview available on Google Books
630 _aHF COMMERCE
_914
650 0 _aIndustrial marketing
_92314
650 _a Internet
_91225
650 _a Market
_920749
650 0 _aCustomer relations
_93627
650 _a Loyalty
_920534
650 0 _a Purchasing
_93064
650 _a Purchase decision
_98209
650 0 _aStrategic planning
_93573
650 _a Competitive advantage
_98210
650 0 _aGlobalization
_92394
650 0 _aBusiness ethics
_93022
650 _a Market research
_920585
650 _a Segmentation
_92396
650 _a Product launch
_96954
650 _a services
_98211
650 _a Price
_91156
650 _a Supply chain
_93527
650 _a Distribution
_91146
650 0 _a Communication
_91216
650 _a Promotion
_98212
650 _a Fairs and congresses
_98213
650 _a Corporate reputation
_98214
650 0 _aMarketing
_xPlanning
_99390
650 _a Effectiveness
_97009
650 _a Case studies.
653 _aBibliography MSc - Marketing Management: Account-Based Marketing
700 _aZimmerman, Alan
_eAuthor
_98215
700 _aBlythe, Jim
_eAuthor
_97721
856 _uhttps://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
902 _a360
905 _am
911 _ahttps://biblioteca.tbs-education.es/portadas/9780415537032.jpg
942 _a1
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999 _c1595
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