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Item Details
| Title:
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BUSINESS-TO-BUSINESS MARKETING
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| By: |
Daniel Michel, Peter Naude, Robert Salle |
| Format: |
Paperback |
| List price:
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£49.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
033392195X |
| ISBN 13: |
9780333921951 |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
3 October, 2002 |
| Edition: |
2nd ed. 2002 |
| Series: |
Profitable Marketing Relationships Series |
| Pages: |
496 |
| Description: |
This volume offers a European perspective on managing business-to-business markets, as an alternative to the traditional American view. The text is based on theoretical foundations and the approaches presented have been tried in a variety of business settings. |
| Synopsis: |
This book is an adaptation of a successful French text, which is now into its second edition. The text is designed specifically for those students taking a Business-to-Business Marketing or Industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate.A major strength of this text is the European perspective it offers. It is an academically rigorous text with strong practical application, which have been tried in a variety of business settings. The text stresses the diversity that is found in the Business-to-Business environment and provides useable frameworks for dealing with this diversity. The book provides a theorectically sound and managerially useful approach to managing in Business-to-Business markets.Daniel Michel is a Professor of Marketing at EMLyon, France.Peter Naude is Professor of Marketing at the School of Management at the University of Bath.Robert Salle is Director of Research at EMLyon, France.Jean-Paul Valla is Development manager at ALGOE in Lyon as well as a Director of Research at EMLyon, France. |
| Illustrations: |
496 p. |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Returnable |
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