Profitable Marketing Relationships

1 total work

Business-to-business Marketing

by Peter Naude, Daniel Michel, Robert Salle, and Jean-Paul Valla

Published 3 October 2002

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.