A reader-friendly, manager?s goal-oriented guide to marketing in the 21st century In today?s customer-oriented world, marketing principles are more important th

This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive origin

Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to

Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a

This book is the first to cover marketing management issues in geographically remote industrial clusters (GRICs). The phenomena of GRICs have increased in impor