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Business-To-Business Marketing

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Business-To-Business Marketing

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Business-To-Business Marketing by Daniel Michel
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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
2nd ed. 2002
496 p.
Palgrave Macmillan
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