Written for undergraduate and MBA courses in business-to-business marketing or industrial marketing, this text explores the process of understanding, creating a

The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads! Lead generation is "Job One": B2B marketers' single most import

Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies