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
Other Authors: Glynn, Mark S., Woodside, Arch G.
Format: Electronic
Language: English
Published: Bingley, U.K. : Emerald, 2012.
Series: Advances in business marketing & purchasing ; v. 18.
Subjects:
Business & Economics > Management.
Business & Economics > Marketing > Research.
Sales & marketing management.
Sales & marketing.
Marketing > Management.
elektronické knihy
electronic books
ISBN: 9781780525778 (electronic bk.) :
Physical Description: 1 online resource (xiv, 355 p.) : ill.

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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?.
ISBN: 9781780525778 (electronic bk.) :
ISSN: 1069-0964 ;

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