Integrated Marketing: Making Marketing Work in Industrial and Business-to-Business Marketing (The McGraw-Hill series in marketing for professionals) - Tapa dura

Reseña del editor

This text offers practical insight into the conditions in which marketing has to function. The text considers, department by department, how to implement a positive, market-oriented approach to business and how to overcome the interdepartmental barriers and politics that can create resistance to change. The text also offers first-hand examples of the problems that occur, and suggestions for their solution, together with a detailed case study.