Business to Business Marketing: A Value-driven Approach

Business to Business Marketing: A Value-driven Approach
ISBN-10
0077121899
ISBN-13
9780077121891
Category
Business & Economics
Pages
362
Language
English
Published
2010
Publisher
McGraw-Hill Education
Authors
Biemans, Wim G. Biemans

Description

Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.

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