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B2b Marketing : A South Asian Perspective
Cengage Learning India Pvt Ltd (Publisher)
Product Specifications
Book Description
About the Book: B2B Marketing: A South-Asian Perspective, 13th Edition
A different set of challenges and opportunities exist for the
business-to-business (B2B) marketer, who intends to serve the needs of
organizations rather than individuals/households. The B2B marketing process is
longer and largely governed by relationship marketing. Buying behaviour is more
rational and there are multiple decision influencers. Demand for B2B products
and services is less elastic than B2C, thus transactions are more, necessitating
a more frequent and direct contact between the buyer and seller. The B2B market
represents a lucrative and complex market worthy of specialized analysis.
Therefore, a growing number of business schools globally have added industrial
or
Book Specifications
ISBN-13 9789360532062
Language English
Binding Paper Back
Publisher Cengage Learning India Pvt Ltd
Publishing Date 2024-05
Product Edition 13
Total Pages 552