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Item Details
| Title:
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HANDBOOK OF BUSINESS-TO-BUSINESS MARKETING
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| By: |
Gary L. Lilien (Editor), Rajdeep Grewal (Editor) |
| Format: |
Hardback |
| List price:
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£221.00 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1849801428 |
| ISBN 13: |
9781849801423 |
| Publisher: |
EDWARD ELGAR PUBLISHING LTD |
| Pub. date: |
31 January, 2012 |
| Series: |
Research Handbooks in Business and Management Series |
| Pages: |
800 |
| Description: |
This insightful Handbook provides a comprehensive state of the art review of business to business marketing. |
| Synopsis: |
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations - from businesses to government agencies to not-for-profit organizations - and the many individuals within them.Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn State's Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry.This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains. |
| Publication: |
UK |
| Imprint: |
Edward Elgar Publishing Ltd |
| Returns: |
Returnable |
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