About the book

This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations and companies. It is suitable for those students studying an undergraduate or postgraduate MBA/Msc module in B2B marketing and will also be valuable to paractitioners studying towards the CIM diploma.