by Arch G . Woodside (Author)
Offers a useful mental model and tools for learning about how executives and customers think within marketplace contexts. This book examines the actual thinking and actions by executives and customers related to making marketplace decisions. It looks at thought and choice in both B2B (business-to-business) and B2C (business-to-consumer) contexts.
Format: Hardcover
Pages: 328
Publisher: A Butterworth-Heinemann Title
Published: 29 Jun 2005
ISBN 10: 0750679018
ISBN 13: 9780750679015