Vitale, Robert; Pfoertsch, Waldemar; Giglierano, Joseph
For undergraduate courses in Business Marketing.
A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace.
Written from a highly practical perspective, Business to Business Marketing aims to help students with limited marketing experience understand the concepts in business-to-business marketing. Overall, this text emphasizes the dynamic realities of the marketplace while reinforcing the most important principles and practices that students need to know.