Business to business marketing management
2018
Alan Zimmerman
Business to business marketing management - 3rd ed. - London Routledge 2018 - xiv, 438p.; pdf (7.05mb)
Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them.
Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships - except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe
9781315564098
Marketing--Management
Jim Blythe.
= Elb 047
Digital Collection
Alan Zimmerman
Business to business marketing management - 3rd ed. - London Routledge 2018 - xiv, 438p.; pdf (7.05mb)
Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them.
Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships - except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe
9781315564098
Marketing--Management
Jim Blythe.
= Elb 047
Digital Collection
2015 OnStrike Library Solutions