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Business to business marketing management (2013)
Material type:
TextLanguage: English Publication details: Routledge, 2013Edition: 2ªDescription: xxiv + 498 p. ; 25 cmISBN: - 9780415537032
- HF COMMERCE
- Industrial marketing
- Internet
- Market
- Customer relations
- Loyalty
- Purchasing
- Purchase decision
- Strategic planning
- Competitive advantage
- Globalization
- Business ethics
- Market research
- Segmentation
- Product launch
- services
- Price
- Supply chain
- Distribution
- Communication
- Promotion
- Fairs and congresses
- Corporate reputation
- Marketing -- Planning
- Effectiveness
- Case studies
- Bibliography MSc - Marketing Management: Account-Based Marketing
| Item type | Current library | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Recommended bibliography book
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TBS Barcelona | HF5415.13 ZIM (Browse shelf(Opens below)) | Available | B03875 |
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 cases from across the globe.
