by F. Robert Dwyer, John F. Tanner · McGraw-Hill Publishing Co. · tapa dura · ISBN 9780072410631
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«Business Marketing» is the business marketing manual by F. Robert Dwyer and John F. Tanner (McGraw-Hill Publishing Co., hardcover, 736 pp., in English).
Business-to-business marketing is the focus of this book: it explains the essential concepts of the discipline, the formulation of commercial strategies, and the management of relationships with corporate clients. It also emphasizes organizational learning as a way to improve marketing activity.
«Business Marketing» is the second edition of the book and belongs to the McGraw-Hill/Irwin Series in Marketing.
Intended for undergraduate marketing and business students taking courses in business marketing.
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