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Product Description
Business- 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 postgraduates, 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
From the Back Cover
Business-to-Business Marketing: A Step By Step Guide
Ray Wright
Business- 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 material
Instructor and Student Resources
To 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 School at Anglia Polytechnic University. He is an experienced marketing author and consultant.
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