Business-To-Business Marketing

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.Aimed at final year marketing students, specializing in business to business or industrial marketing, MBA students and Marketing practitioners, the text is both academically rigorous and has a strong practical focus. The text is one of only a few books in the market place, that caters specifically for students taking a business to business module as part of their degree programme.