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Business Marketing Management B2B (Paperback, 12th edition)
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Business Marketing Management B2B (Paperback, 12th edition)
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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 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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