Handbook of business-to-business marketing
Material type:
TextPublication details: Cheltenham Edward Elgar Publishing Limited 2023 Edition: 2ndDescription: xxii, 690pISBN: 9781803923611Subject(s): Business to business | B2BDDC classification: 658.804 Summary: 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.
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the B2B marketing domain. It will also prove an invaluable resource for forward-thinking B2B practitioners who want to be aware of the current state of knowledge in their domains.
(https://www.e-elgar.com/shop/gbp/handbook-of-business-to-business-marketing-9781800376861.html)
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
|
Indian Institute of Management LRC General Stacks | Marketing | 658.804 LIL (Browse shelf(Opens below)) | 1 | Available | 006095 |
Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| 658.804 ELL Business-to-business marketing: relationship, networks and strategies | 658.804 ELL Business-to-business marketing: relationship, networks and strategies | 658.804 HUT B2B marketing: a south-asian perspective | 658.804 LIL Handbook of business-to-business marketing | 658.804 SEE B2B marketing: | 658.804 VAJ Account-based marketing for dummies | 658.81 CES Sales management that works: how to sell in a World that never stops changing |
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.
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the B2B marketing domain. It will also prove an invaluable resource for forward-thinking B2B practitioners who want to be aware of the current state of knowledge in their domains.
(https://www.e-elgar.com/shop/gbp/handbook-of-business-to-business-marketing-9781800376861.html)
There are no comments on this title.