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Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability. This book reflects the principles and practices of the discipline, and, by presenting and conducting management practice research, strives to advance the field. It brings together venerable past thinking and leading-edge thinking to provide a progressive approach to managing business markets
Includes bibliographical references and index
Business market management: guiding principles -- Market sensing: generating and using knowledge about the marketplace -- Understanding firms as customers -- Crafting market strategy -- Managing market offerings -- New offering realization -- Business channel management -- Gaining customers -- Sustaining reseller partnerships -- Sustaining customer relationships
Business to Business Marketing Management by Alan Zimmerman,Jim Blythe Book Summary:
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 globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it's comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.