Effective B2B Marketing: Concepts and Cases, , K. Suresh, The ICFAI University Press, 8178815001

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Effective B2B Marketing: Concepts and Cases

K. Suresh (Author)

Synopsis Consumer marketing gets more attention than industrial marketing as these marketers usually focus on geographically concentrated pockets, but consumer marketers have a larger canvas to cater to. There are several other differences between these two kinds of marketing, as this book reveals, for which the challenges they face are also different. This book gives insights from experts for good B2B marketing with case studies on Tata Steel, Intel and James Hardie.

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About the author

K. Suresh

K Suresh (b. 1967) is a mechanical engineer and an MBA from Osmania University. He has eleven years of work experience in industrial marketing, business journalism and as faculty in a business school at Hyderabad. During his stint in business journalism, he covered launch, distribution, promotion and other marketing issues of several products across different categories. His areas of interest are advertising, marketing strategy and rural marketing. He has been a regular contributor to ICFAI magazines on marketing and advertising. At present, he is working as a faculty member at ICFAI Books, an affiliate of the ICFAI University. He has edited several books published by the ICFAI University Press.

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