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[PDF BOOK] Business to Business Marketing Management: A Global Perspective EPUB By Alan Zimmerman Book details
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Author : Alan Zimmerman
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Pages : 528 pages
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Publisher : Routledge 2013-05-03
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Language : English
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ISBN-10 : 0415537029
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ISBN-13 : 9780415537025
Book Synopsis Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific?except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics early in the text; detailed review of global B2B services marketing, trade shows and market research; This new edition has been completely rewritten, and features expanded sections on
