Description

Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition also includes additional emphasis on automated B2B practices and the impact of the Internet.

Business Marketing Management B2B

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£169.11

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Usually despatched within 12 days
Paperback / softback by Michael Hutt , Thomas Speh

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Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with... Read more

    Publisher: Cengage Learning, Inc
    Publication Date: 05/07/2018
    ISBN13: 9780357039243, 978-0357039243
    ISBN10: 0357039246

    Number of Pages: 352

    Non Fiction , Business, Finance & Law

    Description

    Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition also includes additional emphasis on automated B2B practices and the impact of the Internet.

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