TY  - BOOK
AU  - Alan Zimmerman
AU  - Jim Blythe
TI  - Business to business marketing management
SN  - 9781315564098
U1  - Elb 658.804 
PY  - 2018///
CY  - London
PB  - Routledge
KW  - Marketing--Management
N2  - 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
ER  -