No cenário competitivo e em constante transformação do marketing B2B, as abordagens tradicionais já não são suficientes. Empresas buscam mais do que nunca estratégias eficazes para engajar, converte……続きを見る
Decision-making on outsourcing new product development (especially innovation projects), such as engaging and managing the supply chain, is far from easy. It may involve addressing strategic and ope……続きを見る
Focusing on the issue of power as the main building block of relationships between business buyers and sellers, this book explains the complex nature of power with its multidimensional and multi-dir……続きを見る
Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both……続きを見る
