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Business to Business Marketing

Business to Business Marketing
Author: Jim Blythe - Alan Zimmerman
ISBN 13: 9780324315448
ISBN 10: 324315449
Edition: 1
Publisher: South-Western College Pub
Publication Date: 2004-12-27
Format: Paperback
Pages: 403
List Price: $97.95

Intended for marketing undergraduates and MBA students, this textbook identifies the differences between marketing to consumers and marketing to professional buyers in commercial organizations, and provides a framework for understanding the motivations of industrial buyers. Blythe (University of Glamorgan) and Zimmerman (City University of New York) explore global aspects of the product lifecycle, pricing, supply chain management, customer relations, sales promotion, trade fairs, and the importance of a good corporate reputation. Annotation ©2004 Book News, Inc., Portland, OR