000			02805cam a22003498i 4500
001			22107390
003			OSt
005			20230508051945.0
008			210630s2021 nyu b 001 0 eng
010			_a 2021029946
020			_a9780367757922 _q(hardback)
020			_a9780367757946 _q(paperback)
020			_z9781003164036 _q(ebook)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.13 _b.B565 2021
082	0	0	_a658.8 _223
100	1		_aZimmerman, Alan S., _d1942- _eauthor.
245	1	0	_aBusiness to business marketing management : _ba global perspective / _cAlan Zimmerman, Jim Blythe.
250			_aFourth edition.
260			_aLondon: _bRoutledge, _c2022.
263			_a2112
300			_axiii, 519 p. ;
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"--
650		0	_aMarketing _xManagement.
650		0	_aIndustrial marketing _xManagement.
700	1		_aBlythe, Jim, _eauthor.
776	0	8	_iOnline version: _aZimmerman, Alan, 1942- _tBusiness to business marketing management _bFourth edition. _dNew York : Routledge, 2021 _z9781003164036 _w(DLC) 2021029947
942			_2lcc _cBK
999			_c201992 _d201952