Business-to-Business Marketing Management —— Strategies, Cases and Solutions

----- B2B营销管理：战略、案例和解决方案

ISBN: 9781780525761 出版年：2012 页码：360 Mark S Glynn Arch G Woodside Emerald Publishing Limited

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?