Written from a marketing management perspective this book integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides a bridge between marketing and information systems concepts, within the context of interorg…
Using theoretical frameworks and examples, this text encourages students to adopt an analytical and reflexive approach to business-to-business marketing.
"Geared toward both postgraduate and final-year undergraduate students, this book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, Business Studies, eBusiness and Business Information Systems, and for MBAs. It can also be used for …
"Geared toward both postgraduate and final-year undergraduate students, this book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, Business Studies, eBusiness and Business Information Systems, and for MBAs. It can also be used for …
This text fully integrates all aspects of marketing communication, providing a thorough treatment of sales promotion, point of purchase communications and advertising media selection.
