BtoB and Digital: Digitalization and Servicization Disrupt BtoB Marketing - Softcover

Crenn, Jean Paul; Malaval, Philippe

Softcover

ISBN 10: 2955351954 ISBN 13: 9782955351956

Publisher: VUCA Strategy Editions, 2020

Synopsis

Digitalization and Servicization are the two real changes which impact the BtoB markets! All stages of the Marketing approach are concerned.The originality of "BtoB & Digital" is that it integrates and explains these contributions of digital and services to the specificities of BtoB.This book is intended to the Business Managers, founders, CEOs who want to strengthen or audit the effectiveness of the Marketing/Sales Department, legitimize decisions in relation to stakeholders.It is intended as well for participants in Executive MBAs, and students in Master’s degree programs of Business Schools, Engineering Schools and Universities. The two authors, Philippe Malaval and Jean-Paul Crenn, are both seasoned and recognized marketing professionals in a BtoB and industrial context.

Edition details

• Publisher: VUCA Strategy Editions
• Publication date: 2020
• Language: English
• ISBN 10: 2955351954
• ISBN 13: 9782955351956
• Binding: Paperback
• Number of pages: 215