Business-to-business marketing management strategies, cases, and solutions

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implem...

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Bibliographic Details
Main Author: Glynn, Mark S.
Other Authors: Woodside, Arch G.
Format: eBook
Language:English
Published: Bingley, U.K. Emerald 2012
Series:Advances in business marketing and purchasing
Subjects:
Online Access:
Collection: Emerald Business, Management and Economics eBook Collection Archive - Collection details see MPG.ReNa
Description
Summary:This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?
Physical Description:xiv, 355 p. ill
ISBN:9781780525778