Business to Business Marketing Management: A Global Perspective
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Book Overview
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...
Format:Paperback
Language:English
ISBN:036775794X
ISBN13:9780367757946
Release Date:December 2021
Publisher:Routledge
Length:520 Pages
Weight:1.87 lbs.
Dimensions:1.1" x 6.7" x 9.6"
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