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Business to Business Marketing Management: A Global Perspective

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Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific

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Additional Information

Additional Information

Author Alan Zimmerman
Binding Paperback
Condition New
Pages 528
ISBN-13 9780415537032
Publisher Routledge


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