The issues of B2B management and B2B marketing are becoming of increasing interest to business scholars and practitioners. This book is the first publication de

African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative cons

The first textbook to integrate relationship marketing and CRM. Case studies from around the world connect theory with global practice.

Global and authoritative, this textbook maps modern, live experience media, the categories that thrive on real-time engagement and human connection – even in

The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each c