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Business-To-Business Marketing

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Business-To-Business Marketing by Daniel Michel
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Description

This volume is an adaptation of a French text which is now into its second edition and offers a European perspective on managing business-to-business markets, as an alternative to the traditional American view. The text is based on theoretical foundations and the approaches presented have been tried in a variety of business settings. Aimed at final year marketing students, specializing in business-to-business or industrial marketing, MBA students and marketing practitioners, the text has a strong practical focus.

Author Biography

DANIEL MICHEL is Professor of Marketing at EM Lyon. - PETER NAUDE is Professor of Marketing at University of Bath. - ROBERT SALLE is a Director of Research at EMLyon. - JEAN-PAUL VALLA is a Director of Research at EMLyon.
Release date NZ
October 3rd, 2002
Country of Publication
United Kingdom
Edition
2nd ed. 2002
Illustrations
496 p.
Imprint
Palgrave Macmillan
Pages
496
Dimensions
189x245x27
ISBN-13
9780333921951
Product ID
1692661

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