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Marketing in B2b: How Do Sme Managers Make Decision?
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Bibliographic Detail
Publisher Author Solutions
Publication date July 31, 2015
Pages 270
Binding Paperback
Book category Adult Non-Fiction
ISBN-13 9781482832853
ISBN-10 1482832852
Original list price $20.62
Summaries and Reviews
Amazon.com description: Product Description: 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.

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Paperback
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With Hairul Rizad | from Author Solutions (July 31, 2015)
9781482832853 | details & prices | 270 pages | List price $20.62
About: 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.

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