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9781138680753

Business to Business Marketing Management A Global Perspective 3rd Edition by Alan Zimmerman

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Author
Alan Zimmerman
Publisher
Routledge
Pages
452 pages
ISBN
978-1138680753
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Description

Business to Business Marketing Management: A Global Perspective offers a comprehensive guide to navigating the complex world of B2B markets. Authored by Alan Zimmerman and published in its 3rd edition by Routledge, this book is available in English and spans 452 pages, offering a fresh perspective on marketing strategies tailored specifically for business-to-business (B2B) interactions.

Unlike other textbooks that focus on regional markets, this edition takes a global approach. With contributions from an international author team and case studies sourced from around the world, it addresses the unique challenges faced by B2B marketers in today’s interconnected market landscape. Key features include:

  • A strategic marketing framework to understand B2B dynamics
  • In-depth discussions on global strategy amid hypercompetition
  • An early introduction to ethics and corporate social responsibility (CSR)
  • Comprehensive coverage of global services marketing, trade shows, and market research

The third edition has been thoroughly revised and updated. It includes brand new case studies and expanded sections on digital marketing issues, customer relationship management (CRM), and social media alongside traditional personal selling techniques. Designed to be more selective, shorter, and easier to read than other B2B textbooks, it serves as an ideal introduction for students or practitioners seeking to enhance their knowledge of B2B marketing strategies.

Published on September 13, 2017, with dimensions of 7.5 x 1.25 x 10 inches and ISBN-13: 978-1138680753, this book is a must-have for anyone involved in B2B marketing.