Resumen del libro

Reseña: This book is intended to be a "bible" for industrial marketers, a highly practical book that will provide the analysis and tools to take a newly appointed marketing manager throughout his/her career and one which will be relied upon by experienced industrial marketers.

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indice: Introduction to industrial and business to business marketing. Customer relationships segmentation. Understanding competitors. The role of technology. Sales force management. Managing internal relationships, and external. Marketing information and research. Tools for analysis. The marketing role.

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