Business to business marketing management (2013)
Business to business marketing management (2013)
- 2ª
- Routledge, 2013
- xxiv + 498 p. ; 25 cm
a global perspective
Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe.
9780415537032
HF COMMERCE
Industrial marketing
Internet
Market
Customer relations
Loyalty
Purchasing
Purchase decision
Strategic planning
Competitive advantage
Globalization
Business ethics
Market research
Segmentation
Product launch
services
Price
Supply chain
Distribution
Communication
Promotion
Fairs and congresses
Corporate reputation
Marketing--Planning
Effectiveness
Case studies.
Bibliography MSc - Marketing Management: Account-Based Marketing
a global perspective
Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe.
9780415537032
HF COMMERCE
Industrial marketing
Internet
Market
Customer relations
Loyalty
Purchasing
Purchase decision
Strategic planning
Competitive advantage
Globalization
Business ethics
Market research
Segmentation
Product launch
services
Price
Supply chain
Distribution
Communication
Promotion
Fairs and congresses
Corporate reputation
Marketing--Planning
Effectiveness
Case studies.
Bibliography MSc - Marketing Management: Account-Based Marketing
