Business-to-business marketing management : strategies, cases, and solutions /

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 implem...

Ausführliche Beschreibung

Gespeichert in:
Hauptverfasser:
Glynn, Mark S., Woodside, Arch G.
Format:
Elektronisch E-Book
Sprache:
Englisch
Veröffentlicht:
Bingley, U.K. : Emerald, 2012.
Ausgabe:
1st ed.
Zusammenfassung:
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?.
Umfang:
1 online resource (370 p.)
Anmerkungen:
Description based upon print version of record.
Anmerkungen:
English
ISBN:
9786613524423
9781280120565
1280120568
9781780525778
178052577X
ISSN:
1069-0964 ;
Schlagworte:
Business & Economics > Management.
Business & Economics > Marketing > Research.
Sales & marketing management.
Sales & marketing.
Marketing > Management.
Bezugswerke:
Links: