Preface

Abstract

This book (BBMM) provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and (4) how should B2B go about acquiring these skills?

Citation

Glynn, M.S. and Woodside, A.G. (2012), "Preface", Glynn, M.S. and Woodside, A.G. (Ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Vol. 18), Emerald Group Publishing Limited, Leeds, pp. xiii-xiv. https://doi.org/10.1108/S1069-0964(2012)0000018005