Business-to-Business Marketing

Business-to-Business Marketing

4.11 - 1251 ratings - Source

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.... and other product specifications (e.g., price) distributed among organizational buying influences for use as a reference and buying guide. ... This type of medium enables a marketer to relay personalized messages to these influences.

Title:Business-to-Business Marketing
Author:Michael H. Morris, Leyland F. Pitt, Earl Dwight Honeycutt, Jr.
Publisher:SAGE Publications - 2001-03-29


You Must CONTINUE and create a free account to access unlimited downloads & streaming