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Fundamentals of Business-to-Business Marketing
Mastering Business Markets
Ian Wilkinson , Ingmar Geiger , Michael Kleinaltenkamp , Wulff Plinke
This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets. The book sets the stage for developing marketing programs for business markets in their different facets.
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