Provides a presentation of strategic marketing and business policies with an application of the business-to-business platform. Focus is placed on the organizational buyer and the need for a relationship based buying structure. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.
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Publisher: South-Western (2013)
Author: Hutt, M. D., & Speh, T. W.
ISBN: 978-1-133-18956-5
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