Utgiven:
2010
ISBN-13:
9780077121891
ISBN-10:
0077121899
Förlag:
McGraw-Hill Education
Språk:
Engelska
Sidor:
362 st
Business to Business Marketing: A Value-driven Approach
Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly ...
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Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.