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

Develop customer-focused, market-driven strategies for today's competitive marketplace. . . Industrial Marketing Strategy Widely regarded as a classic text in t

This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It ide

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industri

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