Inbunden, Engelska, 2026

Business to Business Marketing Management

A Global Perspective

Av Alan Zimmerman, Jim Blythe, Nektarios Tzempelikos

2577 kr

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Beskrivning

Leveraging its distinctive global perspective on the business-to-business (B2B) marketing environment, the fifth edition of this well-regarded textbook provides readers with essential strategies for navigating the increasingly borderless world of B2B marketing today.All chapters have been updated to incorporate contemporary research insights on B2B marketing. New material has been added throughout the book addressing cutting-edge technological developments in the B2B sphere, particularly artificial intelligence, empowering readers to confidently overcome the disruption affecting the field and instead harness the strategic opportunities offered by these changes. This textbook is supported by a wealth of pedagogical features, also revised for this edition, such as international case studies and real-life examples, accompanying case questions, talking points, chapter objectives, chapter summaries and review questions.Comprehensive and readable, this book is ideal for advanced undergraduate and postgraduate students of B2B marketing, marketing management and marketing strategy.Online supplementary resources include chapter PowerPoint slides and a comprehensive instructor guide containing teaching notes, practical exercises, a test bank of exam questions and essay topics, and an additional case study with questions designed for each chapter topic to aid student learning.

Produktinformation

Utgivningsdatum: 2026-03-17
Mått: 174 x 246 x 34 mm
Vikt: 1 190 g
Format: Inbunden
Språk: Engelska
Antal sidor: 542
Upplaga: 5
Förlag: Taylor & Francis Ltd
ISBN: 9781003863304

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Mer om författaren

Alan Zimmerman is Emeritus Professor and Area Coordinator for the International Business (IB) program at the College of Staten Island, City University of New York, USA.Jim Blythe is former Visiting Professor of Marketing at Plymouth Business School, UK.Nektarios Tzempelikos is Professor of Marketing at Anglia Ruskin University, UK.

Recensioner i media

This is an outstanding textbook on international business. It provides detailed coverage of the major factors driving IB today. In particular, this edition has impressive coverage of the impact of artificial intelligence and social media. It could be an excellent resource for students and practitioners.Thomas Tellefsen Ph.D., Professor of Marketing, Chazanoff School of Business, College of Staten Island, CUNY, USA.This textbook is comprehensive, engaging and a great resource to help students understand the complexities and challenges of contemporary marketing. The connecting of academic theory and practical application undoubtedly enhances the ability to perform at the operational and strategic levels in the global marketplace.Eoghan O' Grady DSocSci, Senior Lecturer in Strategy, Faculty of Business, Technological University Dublin, IrelandFor those looking to add to their teaching repertoire, the addition of Prof Tzempelikos to the authorship team ensures this textbook continues to explore practical business marketing issues, with accessible and relevant examples.The order of the topics sets this 5th Edition apart. Active B-to-B professors and scholars will find the sequence an informative update, and those currently teaching introductory marketing will find that this edition provides easy access to the world of B2B marketing. The crosstalk between business to consumer and Business to Business helps make lectures more relatable to both topics at undergraduate and graduate level. For those who have been teaching in the Product and Selling/ Sales Management areas, similar constructive interaction will become readily apparent.Gone are the days of teaching just “principles” of any marketing area. Rather, what is needed now is a complete checklist of tactical issues. This new edition provides exactly that.J. David Lichtenthal, Professor, Baruch College, USA

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