Business-to-Business Marketing: A Strategic Approach
- ISBN-10
- 0803959648
- ISBN-13
- 9780803959644
- Series
- Business-to-Business Marketing
- Category
- Business & Economics
- Pages
- 536
- Language
- English
- Published
- 2001-03-29
- Publisher
- SAGE
- Authors
- Leyland F. Pitt, Michael H. Morris, Earl D. Honeycutt
Description
Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of business to business marketing. With a focus on strategic thinking and acting, the authors examine the distinct challenges of the business-to-business marketplace. These include: faster product and service development; shortened product life cycles; new processes for selling, distribution, and customer service; an increase in entrepreneurial firms; and the need to create and sustain long-term customer relationships.
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