B2B marketing : a South-Asian perspective
A different set of challenges and opportunities exist for the business-to-business (B2B) marketer, who intends to serve the needs of organizations rather than individuals/households. The B2B marketing process is longer and largely governed by relationship marketing. Buying behaviour is more rational...
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| Format: | Book |
| Language: | English |
| Published: |
Delhi
Cengage Learning
2024
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| Edition: | 13th ed |
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NMIMS Hyderabad -
| Call Number: |
658.8 HUT |
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