Routledge Studies in Marketing - Individuals in B2B Marketing Ebook Tooltip Ebooks kunnen worden gelezen op uw computer en op daarvoor geschikte e-readers. Sensemaking and Action in Context
Afbeeldingen
Sla de afbeeldingen overArtikel vergelijken
- Engels
- E-book
- 9781040051191
- 21 juni 2024
- Adobe ePub
Samenvatting
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked.
This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment. This book will provide practical implications on the topics in focus, which will bring the role and importance of individuals to the fore in the understanding of how B2B marketing works. It introduces readers to the role of embedded individual managers in developing and changing business systems and networks and consists of three core sections: cognition (individual sensemaking within a business environment), action (decision-making in business networks), and finally, contextualization (interrelation between micro- and macro-levels). Each section is supported with case studies to exemplify the research ideas presented.
Individuals in B2B Marketing offers a comprehensive investigation into this much overlooked topic and will be a valuable resource for marketing, entrepreneurship, and international business scholars and graduate students in particular.
Productspecificaties
Inhoud
- Taal
- en
- Bindwijze
- E-book
- Oorspronkelijke releasedatum
- 21 juni 2024
- Ebook Formaat
- Adobe ePub
Betrokkenen
- Hoofdredacteur
- Maria Ivanova-Gongne
- Tweede Redacteur
- Lasse Torkkeli
- Hoofduitgeverij
- Routledge
Lees mogelijkheden
- Lees dit ebook op
- Desktop (Mac en Windows) | Kobo e-reader | Android (smartphone en tablet) | iOS (smartphone en tablet) | Windows (smartphone en tablet)
Overige kenmerken
- Editie
- 1
- Studieboek
- Nee
EAN
- EAN
- 9781040051191
Je vindt dit artikel in
- Categorieën
- Boek, ebook of luisterboek?
- Ebook
- Beschikbaarheid
- Te reserveren
- Taal
- Engels
- Studieboek of algemeen
- Algemene boeken
Kies gewenste uitvoering
Prijsinformatie en bestellen
De prijs van dit product is 46 euro en 99 cent.- E-book is direct beschikbaar na aankoop
- E-books lezen is voordelig
- Dag en nacht klantenservice
- Veilig betalen
Rapporteer dit artikel
Je wilt melding doen van illegale inhoud over dit artikel:
- Ik wil melding doen als klant
- Ik wil melding doen als autoriteit of trusted flagger
- Ik wil melding doen als partner
- Ik wil melding doen als merkhouder
Geen klant, autoriteit, trusted flagger, merkhouder of partner? Gebruik dan onderstaande link om melding te doen.