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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| Format: | eBook |
| Language: | English |
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Bingley, U.K.
Emerald
2012
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| Series: | Advances in business marketing and purchasing
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| Collection: | Emerald Business, Management and Economics eBook Collection Archive - Collection details see MPG.ReNa |
| 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? |
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| Physical Description: | xiv, 355 p. ill |
| ISBN: | 9781780525778 |