This volume is an adaptation of a French text which is now into its second edition and offers a European perspective on managing business-to-business markets, as an alternative to the traditional American view. The text is based on theoretical foundations and the approaches presented have been tried in a variety of business settings. Aimed at final year marketing students, specializing in business-to-business or industrial marketing, MBA students and marketing practitioners, the text has a strong practical focus.
- ISBN10 0333921941
- ISBN13 9780333921944
- Publish Date 22 October 2002 (first published 3 October 2002)
- Publish Status Out of Print
- Out of Print 16 November 2006
- Publish Country GB
- Imprint Palgrave Macmillan
- Edition REV ed.
- Format Hardcover
- Pages 496
- Language English