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Handbook of business-to-business marketing / ed. by Gary L. Lilien ...

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Elgar original reference | Edward Elgar E-Book ArchivePublisher: Cheltenham, U.K ; Northampton, MA, USA : Edward Elgar, 2012Description: 1 Online-Ressource (XXII, 772 S.) : graph. DarstISBN:
  • 9781781002445
Subject(s): Genre/Form: Additional physical formats: 9781849801423. | 9781781005361. | Erscheint auch als: Handbook of business-to-business marketing. Druck-Ausgabe. Cheltenham [u.a.] : Elgar, 2012. XXII, 772 S. | Erscheint auch als: Handbook of business-to-business marketing. Druck-Ausgabe. Cheltenham [u.a.] : Elgar, 2012. XXII, 772 S.DDC classification:
  • 658.804
RVK: RVK: QP 600LOC classification:
  • HF5415.1263
DOI: DOI: 10.4337/9781781002445Online resources: Summary: 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.PPN: PPN: 1023440466Package identifier: Produktsigel: ZDB-1-EWE
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