3 Ergebnisse.

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.

Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.