Handbook of Business-to-Business Marketing (Elgar Original Reference)

Type

Book

Authors

Gary L. Lilien

Rajdeep Grewal

ISBN 10

1849801428

ISBN 13

9781849801423

Tags

Marketing, Sales & Selling, Reference, Sales

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. - from Amzon

Number of Copies