Business to Business Marketing Management: A Global Perspective (3rd Edition) By Alan Zimmerman and Jim Blythe. Routledge 2018

Business to business markets are considerably more challenging than consumer markets and as such demands a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM and social media as well as personal selling. It is comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge. .

Imprint: Taylor & Francis
Language: English
Coyright Year:
Course Code: SUSS,MKT361