Providing knowledge and skill-building training exercises for managing marketing decisions in the business-to-business (B2B) context, this book demonstrates what questions executives should be asking prior to implementing effective strategies.
Providing knowledge and skill-building training exercises for managing marketing decisions in the business-to-business (B2B) context, this book demons...
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service bra...
