Business to business marketing : a value-driven approach /
By: Biemans, Wim G
Material type:
BookPublisher: London : McGraw Hill, 2010.Description: xxii, 362 p. : ill ; 26 cm.ISBN: 9780077121891Subject(s): Industrial marketing -- Management | Industrial marketing -- Management -- Case studies | Industrial marketing
Summary:
Marketing to organizations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasizing the unique concepts and practices developed for this field. Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 BI BU (Browse shelf) | Available | T0040905 |
Total holds: 0
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| 658.8 BE SE Selling the invisible : a field guide to modern marketing / | 658.8 BI BU Business marketing. | 658.8 BI BU Business marketing. | 658.8 BI BU Business to business marketing : a value-driven approach / | 658.8 BI MA Marketing and promoting your business : products and services | 658.8 BI MA Marketing and promoting your business : products and services | 658.8 BL BU Business-to-business marketing management : a global perspective / |
Includes index.
Marketing to organizations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasizing the unique concepts and practices developed for this field. Wim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.