Business to business marketing management
Material type:
TextPublication details: London Routledge 2018Edition: 3rd edDescription: xiv, 438p.; pdf (7.05mb)ISBN: - 9781315564098
- Elb 658.804 Z65b
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| E-Books | Higher Education Department Library Digital Collection | Non-fiction | Elb 658.804 Z65b (Browse shelf(Opens below)) | Available | Elb 047 |
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| Elb 658.575 T75i Innovation management and new product management | Elb 658.8 k84M Marketing 4.0 | Elb 658.8 M34 Marketing management | Elb 658.804 Z65b Business to business marketing management | Elb 658.8342 K57p People and products | Elb 658.872 K61d Digital marketing strategy | Elb 658.89 B45r Retail management |
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
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