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Essential B2B Marketing Strategies: Theories, Cases and Concepts for a Contemporary World

By Naushaba Chowdhury, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, Jonathan A.J. Wilson
eBook
$64.99
By Naushaba Chowdhury, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, Jonathan A.J. Wilson
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This textbook equips readers with a clear understanding of how B2B markets have evolved in recent years, from the traditional focus on product development to more targeted approaches that focus on relationships, digitalization, innovation and sustainability.

Exploring the relevant theories behind this evolution and providing an extensive understanding of contemporary marketing strategies, the book equips readers with a broad perspective of B2B marketing – the evolution, theories, concepts, ...

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BusinessMarketing & SalesMarketingMarketing - General & Miscellaneous