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Focusing on the complexities of Business to Business (B2B) markets, this textbook emphasizes the distinct skillset required for effective marketing in these challenging environments. It features an international perspective, incorporating contributions from a diverse team of authors and real-life case studies from around the world, making it a valuable resource for understanding global B2B strategies.
Buchkauf
Business to Business Marketing Management, Alan Zimmerman, Jim Blythe
- Sprache
- Erscheinungsdatum
- 2021
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- (Paperback)
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