About the Book:
Following this approach, this book has been written to introduce the basic concepts of B2B marketing, explain the features of the case method and present cases from industry that illustrate key topics such as marketing planning and strategy formulation, benchmarking, positioning strategy, and individual versus organizational priorities in the larger context of Organizational Behaviour.
Key points of the Book :
Illustrate key topics such as marketing planning and strategy formulation, benchmarking, positioning strategy.
Wide variety of cases that cover the spectrum of B2B marketing.
Address the gap of case studies for students and practitioners.
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