Advances in Business Marketing and Purchasing, Volume 18
ebook ∣ Business-to-Business Marketing Management: Strategies, Cases and Solutions · Advances in Business Marketing and Purchasing
By Mark S. Glynn
![cover image of Advances in Business Marketing and Purchasing, Volume 18](https://img1.od-cdn.com/ImageType-400/1462-1/9CE/16A/65/{9CE16A65-F62D-4FCF-B6D8-26D79EFEE28E}Img400.jpg)
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This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?