Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's fast-paced B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition also includes additional emphasis on automated B2B practices and the impact of the Internet.
- ISBN13 9780357039243
- Publish Date 5 July 2018
- Publish Status Active
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western College Publishing
- Edition 12th edition
- Format Paperback
- Pages 352
- Language English