TY  - BOOK
AU  - Zimmerman, Alan
AU  - Blythe, Jim
TI  - Business to business marketing management (2005)
PY  - 2005///
PB  - Thomson
KW  - HF COMMERCE
KW  - Marketing
KW  - Management
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
N1  - a global perspective
N2  - 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
ER  -