商品詳細

This new and completely revised edition of "Business Marketing" incorporates vital new elements of business marketing, including the increased use of the internet, customer relationship management and database management, industrial branding, globalization, outsourcing and solution selling. This book looks at outsourcing strategy and implementation from the viewpoint of both the buyer and the supplier, and in so doing fills a gap in the coverage of other textbooks. Dealing with business markets on the global stage, the authors have created a text that mixes theory with practice in every chapter to allow students to fully understand and analyse this complex subject. Designed for students by top teachers the text includes check lists, discussion questions, short examples and longer case histories. Taking a uniquely international approach, "Business Marketing "will be invaluable for students, academics and practitioners interested in business marketing.