Name: Marketing in B2B: How Do SME Managers Make Decision? (en Inglés)
SKU: 59309978
Price: 31790.00 CLP
Availability: InStock
Author: Rizad, Hairul ; Bakar, Abu
ISBN: 9781482832853

portada Marketing in B2B: How Do SME Managers Make Decision? (en Inglés)

Marketing in B2B: How Do SME Managers Make Decision? (en Inglés)

Formato

Libro Físico

Autor

Hairul Rizad

Abu Bakar

Editorial

Partridge Singapore

Idioma

Inglés

N° páginas

270

Encuadernación

Tapa Blanda

Dimensiones

21.6x14x1.4 cm

Peso

0.32 kg.

ISBN13

9781482832853

Categorías

Ventas y marketing
Industria y estudios industriales

Marketing in B2B: How Do SME Managers Make Decision? (en Inglés)

Hairul Rizad (Autor) · Abu Bakar (Autor) · Partridge Singapore · Tapa Blanda

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Reseña del libro "Marketing in B2B: How Do SME Managers Make Decision? (en Inglés)"

This book is for those who are interested to know more about the marketing decision issues and challenges facing by Small and Medium Enterprise (SME) in business-to-business setting. Here, it provides insight to both regulator and practitioner to focus their effort in developing the marketing aspect in SME. Previous researchers have agreed that the failure to make accurate marketing decision may have consequences to SMEs. The complexity and variation of decision process and it interaction had made this subject less interest among the researcher. This book shed out the light of this issue by presenting the exploratory study that combine the qualitative and quantitative approaches. Indeed, this book constitutes and offers a complete framework that integrates SMEs decision makers' characteristics and their interaction with other factors that statistically influence the decision making process. The inclusion of SMEs decision makers' characteristics addresses the limitations that have been largely ignored by prior study that only stresses on the effect of firm characteristic and networking relationship. Finally, this book has brought a certain degree of practicality through addressing the role of decision makers' characteristics in marketing decision making process.