This book provides knowledge and skill-building training exercises
in managing marketing decisions in business-to-business (B2B)
contexts. The topic coverage is broad and deep. The intent is for
the book to help answer four questions: (1) what questions should
executives ask when crafting and implementing effective strategies
in B2B contexts; (2) what tentative answers may be useful for
executives to consider to these questions; (3) what skills in
crafting strategies and decisions are necessary for executives to
excel in for achieving effective outcomes consistently; and how
should the B2B go about acquiring these skills?
General
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