"get [PDF] Download Business to Business Marketing Management: A Global Perspective
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Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them.Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships – except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include:placement of B2B in a strategic marketing setting full discussion of strategy in a global setting including hypercompetition full chapter on ethics and CSR early in the text and detailed review of global B2B services marketing,
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