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The Second Edition of Business-to-Business Marketing offers the same
accessible clarity of insight, combined with updated and engaging examples.
Each chapter contains a detailed case study to further engage the reader with
the topics examined:
Featuring updated case studies and a range of new examples Incorporating
additional coverage of B2B branding and the B2B strategic marketing process,
and issues of sustainability Extended coverage of Key Account Management Online
lecturer support including PowerPoint slides and key web links
Drawing on their substantial experience of business-to-business marketing as
practitioners, researchers and educators, the authors make this exciting and
challenging area accessible to advanced undergraduate and to postgraduate
students of marketing, management and business studies.