Business To Business Marketing Paperback

Wim Biemans

Marketing to organisations 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 emphasising 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.

0077121899

9780077121891

English

McGraw-Hill Education

16-Mar-2010

400

Wim G. Biemans is Associate Professor at the Faculty of Economics and Business, University of Groningen. He has over two decades experience teaching students and training marketing executives, and received the Thomas P. Hustad Best Paper Award for Outstanding Professional Contribution for 2007.