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

• Other Authors: Glynn, Mark S., Woodside, Arch G.
• Format: eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2012.
• Series: Advances in business marketing & purchasing ; v. 18.
• Subjects: Marketing > Management.; elektronické knihy; electronic books
• ISBN: 9781780525778
• ISSN: 1069-0964 ;
• Physical Description: 1 online zdroj (xiv, 355 p.) : ill.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity

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?.