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

• 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.

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...