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Business-to-business marketing management : strategies, cases, and solutions /
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 implem...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, U.K. :
Emerald,
2012.
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| Colección: | Advances in business marketing & purchasing ;
v. 18. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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? |
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| Descripción Física: | 1 online resource (xiv, 355 pages) : illustrations |
| ISBN: | 9781780525778 178052577X 1780525761 9781780525761 |
| ISSN: | 1069-0964 ; |