Business to Business Marketing Management
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Business to Business Marketing Management
Book Details
• Format: Paperback
• Language: English
• ISBN-13: 9781138480070
• Writer: Zimmerman
• Binding: Paperback
• Number of Pages: 438
About The Book
"Global B2B Marketing" by Zimmerman is a comprehensive textbook offering a global perspective on business-to-business (B2B) relationships. Unlike most B2B textbooks that focus on regional contexts, this book integrates cases and insights from across the globe, providing a wider lens on how businesses operate in diverse international markets. The text includes in-depth discussions on strategic marketing, ethics, corporate social responsibility (CSR), and global B2B services marketing. With updates on digital issues, CRM, social media, and personal selling, this revised edition presents new case studies and expanded content to help students and practitioners alike navigate the complexities of B2B marketing in today’s hyper-competitive global environment.
