Business-to-business Marketing
Strategies and Implementation
Daniel Michel, Peter Naudé, Robert Salle, Jean-Paul Valla
Résumé
This book is an adaptation of a successful French text, which is itself now into its second edition. The text is designed specifically for those students taking a business-to-business marketing or industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate.
A major strength of this text is the European perspective it offers. It is an academically rigorous text, with strong practical application, that has been tried in a variety of business settings.
The text stresses the diversity that is found in the business-to-business environment and provides useable frameworks for dealing with this diversity. The book provides a theoretically sound and managerially useful approach to managing in business-to-business markets.
L'auteur - Daniel Michel
Daniel Michel is a retired Professor of Marketing at EMLyon, France.
Autres livres de Daniel Michel
L'auteur - Peter Naudé
Peter Naudé is Professor of Marketing at the School of Management, University of Bath, England.
L'auteur - Robert Salle
Robert Salle is Director of Research at EMLyon, France.
Autres livres de Robert Salle
L'auteur - Jean-Paul Valla
Jean-Paul Valla is Development Manager at ALGOE in Lyon as well as a Director of Research at EMLyon, France.
Autres livres de Jean-Paul Valla
Sommaire
- List of Figures
- List of Tables
- List of Examples
- Acknowledgments
- Introduction
- Competitiveness, Marketing and Business-to-Business Marketing
- Business-to-Business Customers and Markets
- Strategy Foundations
- Strategy Implementation
- Strategy Design
- Annexe: The Internet and Marketing - Some Ideas
- Index
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Palgrave |
| Auteur(s) | Daniel Michel, Peter Naudé, Robert Salle, Jean-Paul Valla |
| Parution | 03/10/2002 |
| Nb. de pages | 470 |
| Format | 19 x 24,5 |
| Couverture | Broché |
| Poids | 954g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780333921951 |
| ISBN13 | 978-0-333-92195-1 |
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