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Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing)

Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing)

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  • ISBN-13: 9781780525761
  • Publisher: Emerald Group Publishing Limited
  • Release Date: Apr 04, 2012
  • Pages: 360 pages
  • Dimensions: 6.25 x 9.25 x 1.5 inches

Overview

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?

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