Business Marketing Management: B2B

Business Marketing Management: B2B

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Reflecting the latest trends and issues, market-leading Business Marketing Management: B2B, 12e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's dynamic B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy.

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