| Item type | Current library | Collection | Class number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Standard loan | Library Services Main collection | Print books | 658.804 ZIM (Browse shelf(Opens below)) | Available | 74002732 |
9781138680760
Includes bibliographical references and index
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. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling.
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