Business-to-business Marketing: Strategies and Implementation

Palgrave Macmillan, 2003 - 469 Seiten
This text is an adaptation of a successful French text which is now into its second edition. A major strength of this text is the European perspective it offers on managing business to business markets, as an alternative to the traditional American view. The text is based on sound theoretical foundations and the approaches presented have been tried in a variety of business settings.

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