Business to business marketing : a value-driven approach / Biemans, Wim G.
Material type:
TextLondon ; Boston : McGraw-Hill Higher Education, 2010©2010 Description: xix, 362 pages : illustrations ; 26 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0077121899 (paperback)Subject(s): Industrial marketingLOC classification: HF5415.1263 .B53 2010Summary: 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.
| Item type | Current library | Shelving location | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Books | MEF Üniversitesi Kütüphanesi | Genel Koleksiyon | HF 5415.1263 .B53 2010 (Browse shelf (Opens below)) | Available | 0003248 |
Includes index.
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.