Business-to-business marketing : a step-by-step guide / / Ray Wright

• Record Nr.: UNINA9910154651603321
• Autore: Wright Ray <1942->
• Pubbl/distr/stampa: Harlow, England : , : FT Prentice Hall, , [2004]; ©2004
• ISBN: 1-5129-4123-9; 1-280-56124-6; 9786610561247; 1-4058-7021-4
• Edizione: [First edition.]
• Descrizione fisica: 1 online resource (xiv, 522 páginas)
• Disciplina: 658.8
• Soggetti: Industrial marketing
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Incluye índice.
• Nota di bibliografia: Includes bibliographical references and index.
• Sommario/riassunto: Business- to- Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised postgraduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence.