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Business to Business Marketing Management

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ISBN-10: 036775794X

ISBN-13: 9780367757946

Edition: N/A

Authors: Alan S. Zimmerman, Jim Blythe

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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…    
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Book details

Publisher: Taylor & Francis Group
Publication date: 12/23/2021
Binding: Paperback
Pages: 510
Size: 6.75" wide x 9.25" long x 1.25" tall
Weight: 2.310
Language: English

Best-Selling Author and Hall of Fame Keynote Speaker, Dr. Alan Zimmerman, has spoken to more than one million people in 49 states and 22 countries, giving them the tools they need to achieve their goals on and off the job. As a prominent, sought-after author and speaker, Dr. Zimmerman works with a variety of organizations and professional associations. His clients universally characterize him as genuine, down-to-earth, practical, and powerful.Dr. Zimmerman has received numerous awards and honors for his contributions in the fields of attitude, communication, leadership, and speaking. Most recently, the National Speakers Association awarded him its highest honor, the Council of Peers Award…    

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic - he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on.nbsp;Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for…