Business-to-Business Marketing Management
Strategies, Cases and Solutions
Business & Finance, Marketing & Sales, Sales & Selling, Management & Leadership, Management
| Author: | ISBN: | 9781780525778 | |
| Publisher: | Emerald Group Publishing Limited | Publication: | April 4, 2012 |
| Imprint: | Emerald Group Publishing Limited | Language: | English |
| Author: | |
| ISBN: | 9781780525778 |
| Publisher: | Emerald Group Publishing Limited |
| Publication: | April 4, 2012 |
| Imprint: | Emerald Group Publishing Limited |
| Language: | English |
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?
