TY  - BOOK
AU  - Giglierano, Joseph J.,
AU  - Vitale, Robert P.,
TI  - Business to business marketing
SN  - 9780324072969
PY  - 2002///
PB  - South-Western Thompson Learning
KW  - HF COMMERCE
KW  - Industrial marketing
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
N1  - analysis & practice in a dynamic environment
N2  - Designed to prepare upper-level undergraduate and graduate business students for work in the exciting field of marketing, this text focuses on the basic principles of business marketing. Enlivened by interesting scenarios involving actual companies, people, and events within the business world, the examples serve to deepen student appreciation for business-to-business marketing while differentiating it from consumer marketing. A variety of real-world examples, based upon the authors' experience as business marketers in Silicon Valley, help to enrich the text
ER  -