Business to business marketing management : a global perspective / Alan Zimmerman and Jim Blythe.

"Business to business markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themse...

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Bibliographic Details

Online Access:	Full Text (via ProQuest)
Main Authors:	Zimmerman, Alan S., 1942- (Author), Blythe, Jim (Author)
Format:	eBook
Language:	English
Published:	Abingdon, Oxon ; New York, NY : Routledge, 2018.
Edition:	Third edition.
Subjects:	Marketing > Management.