Business-To-Business Marketing: A Strategic Approach

ISBN-13: 9780803959644 / Angielski / Twarda / 2001 / 560 str.

Michael H. Morris; Leyland F. Pitt; Jr. Earl Dwight Honeycutt

Opis

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.