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Business-to-Business Marketing

Business-to-Business Marketing - 2nd edition

ISBN13: 978-1849201568

Cover of Business-to-Business Marketing 2ND 11 (ISBN 978-1849201568)
ISBN13: 978-1849201568
ISBN10: 1849201560
Cover type:
Edition/Copyright: 2ND 11
Publisher: Sage Publications, Inc.
Published: 2011
International: No

List price: $78.00

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Business-to-Business Marketing - 2ND 11 edition

ISBN13: 978-1849201568

Ross Brennan

ISBN13: 978-1849201568
ISBN10: 1849201560
Cover type:
Edition/Copyright: 2ND 11
Publisher: Sage Publications, Inc.

Published: 2011
International: No
Summary

Is there really a difference between business-to-business marketing and consumer marketing?

This book helps students answer this question by examining views that argue B2B marketing is simply a variant of consumer marketing or is only concerned with inter-organizational relationship management.

Written from an European perspective and recognizing that organizational markets can be very different, the ideas and examples used in this book are based on the latest research and scholarship. Chapters include learning outcomes and objectives, discussion questions and small cases to help readers consolidate their learning.

List price: $78.00
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