Handbook of Business-to-Business Marketing Ed 2
Gary L. Lilien, "Handbook of Business-to-Business Marketing Ed 2"
English | ISBN: 1800376863 | 2022 | 712 pages | PDF | 7 MB
English | ISBN: 1800376863 | 2022 | 712 pages | PDF | 7 MB
This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the 34 chapters is structured to provide perspectives of one B2B problem area both from an academic and a managerial perspective, a state-of-art review and summary, a research agenda for the domain, and implications for practitioners.
Published in conjunction with Penn State’s Institute for the Study of Business Markets, this extensive Handbook will expand research and teaching on B2B marketing and will improve the practice of B2B marketing for firms in the industry. It summarizes current knowledge about the realm of B2B marketing and addresses the most important unanswered questions there.
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