Publisher's Synopsis
This text discusses the principles and approaches to strategic marketing in the business-to-business sector. It describes how business-to-business marketing differs from consumer marketing, and discusses the importance of branding and corporate image, the role of advertising, the nature of business markets, and examines the marketing brief - the basis of co-ordinated and effective action.;It has been written specifically for the business-to-business sector and aims to take a practical and challenging approach. It is suitable for top and senior managers in industry, and managers in marketing departments.
