Business-to-business marketing management : [electronic resource] a global perspective / Alan S Zimmerman; Jim Blythe.

Introduction to business to business marketing -- How business organizations buy -- Strategic planning for global business markets -- Ethical considerations for business marketers -- Market research -- Segmentation, targeting and positioning -- Market entry tactics -- Product strategy and product development -- Services for business markets -- Pricing -- Supply chain management -- Managing distribution channels -- Business to business marketing communications -- Customer relationships and key account management -- Sales promotion, exhibitions and trade fairs -- Corporate reputation management -- Marketing planning, implementation and control -- Organizing for maximum effectiveness -- The future of business marketing.

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.