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Business to Business Marketing Management: A Global Perspective

ISBN: 9780415537032 | 0415537037
Edition: 1st
Format: Nonspecific Binding
Publisher: Routledge
Pub. Date: 5/15/2013

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What makes B2B marketing different? Are business-to-business markets meaningfully different from consumer markets? The answer is yes: business-to-business buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves are highly complex, often requiring a sophisticated buyer to understand them. They are often more expensive than consumer purchases, making the 'sell' more difficult, and the market itself is smaller. In effect, B2B marketing is a challenge. To be successful in a B2B environment, you need a specific skills set tailored to the high expectations of your market. This new edition features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and sustainability. It is accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, plus a comprehensive case designed to be used as a semester-long project to aid student learning. This textbook covers all the aspects of B2B marketing any marketer needs, be they student or professional. It's the only textbook to do so from a global standpoint, giving them the best possible perspective on a market that is often (and more frequently) conducted within a global environment.


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