by Philippe Malaval, Christophe Bénaroya · Pearson · tapa blanda · ISBN 9782744074134
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This book, authored by Philippe Malaval and Christophe Bénaroya, has established itself as the benchmark in inter-organizational marketing. Through a highly pedagogical approach, the work explores the complexities of industrial and business marketing, including BtoBtoC, BtoBtoE, and BtoAtoU models, supported by numerous practical examples from various business sectors.
This fourth edition is an essential tool for students and professionals seeking to deepen their understanding of marketing strategies applied to business-to-business relationships. With rigorous and updated content, the text provides a comprehensive view on how to effectively manage commercial dynamics in B2B environments, making it an indispensable manual for business management and economics education.
