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Business-to-Business Marketing: A Step-by-Step Guide

Business-to-Business Marketing: A Step-by-Step Guide

ISBN 9780273646471
Publication Date
Publisher Financial Times Prentice Hall
Business-to-Business Marketing: A Step By Step GuideRay WrightBusiness- to- Business Marketing: A Step-by-Step Guide offers the reader a clear, cogent understanding of this newly-emerging and rapidly evolving sub-discipline. Ideal for college students, undergraduates and non-specialised post-graduates, as well as marketing practitioners, this book is designed specifically to explain the nuances of B2B marketing. With a wealth of local and global case studies, comparisons between B2B and B2C marketing and material linked questions, Business-to-Business Marketing: A Step-by-Step Guide, provides a comprehensive overview of an expansive sector to inspire the reader with confidence. Features include: Comparisons between B2B and B2C marketing Up-to-date examples reflecting national and international marketing needs Case studies in each chapter based on local and global B2B examples End-of-chapter questions linked to chapter materialInstructor and Student ResourcesTo enhance your learning, go to www Booksites.net/wright where you will find an instructor's manual, power point slides, additional reading and web-related resources. Ray Wright is Lecturer in Marketing at the Ashcroft Business

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