Business-to-Business

This is the first book to cover B2B from an international perspective, rather than the usual marketing perspective and introduces the topic by providing insights into how customers, suppliers, logistics, and additional stakeholders are mutually dependent.The authors illustrate each chapter with case studies including Apple, Panasonic, Johnson & Johnson, Epson and Samsung, resulting in a book which will be vital reading for students of international management, international marketing, and strategic management.