Business to business marketing management: a global perspective/
Alan Zimmerman and Jim Blythe
- 2nd ed.
- New York: Routledge, 2012.
- xxiv, 498 p. : ill. ; 25 cm.
1 Introduction to business to business marketing
2 How business organisations buy
3 Strategic planning for global business markets
4 Ethical considerations for business marketers
5 Market research
6 Segmentation, targeting and positioning
7 Market entry tactics
8 Product strategy and product development
9 Services for business markets
10 Pricing
11 Supply chain management
12 Managing distribution channels
13 Business to business marketing communications
14 Customer relationships and key account management