Description

This insightful Handbook provides a comprehensive state of the art review of business to business marketing. Comprised of 38 chapters, written by internationally renowned contributors, each chapter provides: perspectives of a particular area or issue both from an academic and a managerial perspective (state of theory and state of practice); a concise state-of-art review summarizing what we know about the area; and a research agenda for the domain. 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.

Handbook of Business-to-Business Marketing

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£59.95

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Paperback / softback by Gary L. Lilien , Rajdeep Grewal

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This insightful Handbook provides a comprehensive state of the art review of business to business marketing. Comprised of 38 chapters,... Read more

    Publisher: Edward Elgar Publishing Ltd
    Publication Date: 30/11/2012
    ISBN13: 9781781005361, 978-1781005361
    ISBN10: 1781005362

    Number of Pages: 800

    Non Fiction , Business, Finance & Law

    Description

    This insightful Handbook provides a comprehensive state of the art review of business to business marketing. Comprised of 38 chapters, written by internationally renowned contributors, each chapter provides: perspectives of a particular area or issue both from an academic and a managerial perspective (state of theory and state of practice); a concise state-of-art review summarizing what we know about the area; and a research agenda for the domain. 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.

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