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Book cover for Business-to-Business Marketing Management, a book by Mark S. Glynn, Arch G. Woodside Book cover for Business-to-Business Marketing Management, a book by Mark S. Glynn, Arch G. Woodside

Business-to-Business Marketing Management

Strategies, Cases and Solutions
2012 ᛫


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  • Page count

    360 pages

  • Category

    Sales & Marketing

  • Publisher

    Emerald Group Publishing Limited

  • Ebook file size

Summary


This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?