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'The structure of the book is helpful not only in orientating the reader but also in providing a clear outline of its conceptual approach. This is particularly valuable, as many students struggle with the relationship between strategic development and its implementation' - Times Higher Education SupplementReseña del editor:
This book is an adaptation of a successful French text, which is now into its second edition. The text is designed specifically for those students taking a Business-to-Business Marketing or Industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate.
A major strength of this text is the European perspective it offers. It is an academically rigorous text with strong practical application, which have been tried in a variety of business settings.
The text stresses the diversity that is found in the Business-to-Business environment and provides useable frameworks for dealing with this diversity. The book provides a theorectically sound and managerially useful approach to managing in Business-to-Business markets.
Daniel Michel is a Professor of Marketing at EMLyon, France.
Peter Naudé is Professor of Marketing at the School of Management at the University of Bath.
Robert Salle is Director of Research at EMLyon, France.
Jean-Paul Valla is Development manager at ALGOE in Lyon as well as a Director of Research at EMLyon, France.
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