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Une mine d'informations à l'usage des professionnels et futurs professionnels Comment déterminer une stratégie marketing pour des produits ou services destinés aux entreprises ? Comment étudier le marché, choisir les nouveaux produits, les lancer avec succès auprès des professionnels ? Comment instaurer une relation client positive et durable avec des acheteurs expérimentés ? Ces enjeux sont de taille puisque le business to busin ess (B to B) représente un chiffre d'affaires mondial nettement supérieur au business to consumer (B to C). Cet ouvrage présente tous les concepts (analyse stratégique, processus d'innovation...) et les bonnes partiques (usages d'Internet, méthodes et outils de vente...) du B to B. Étayé par de nombreux exemples, études de cas et témoignages, il permet de cerner concrètement tous les aspects de cette branche du marketing. Les 80 outils opérationnels proposés (tableaux de bord, plans de lancement...) en font une véritable mine d'informations à l'usage des professionnels et des futurs professionnels. Des ressources complémentaires (plans, tableaux de bord...) sont téléchargeables sur le site vuibert.fr. Ce livre s'adresse : . aux élèves des écoles de management et d'ingénieurs ; . aux étudiants des universités et IAE ; . aux professionnels.


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