Business to Business Marketing Management: A Global Perspective, 4e (eBook)

Overview: Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. 

ISBN: 9781000487305

Edition: 4

Publisher: Routledge

Format: Digital

AU Course: BMKT341, BMKT492