Handbook of Business-to-Business Marketing by Gary L. Lilien, Andrew J. Petersen, Stefan H.K. Wuyts
Estimated delivery 3-12 business days
Format Hardcover
Condition Brand New
Description Published in association with the Institute for the Study of Business Markets.
Publisher Description
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.
Author Biography
Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US
Details ISBN 1800376863 ISBN-13 9781800376861 Title Handbook of Business-to-Business Marketing Author Gary L. Lilien, Andrew J. Petersen, Stefan H.K. Wuyts Format Hardcover Year 2022 Pages 712 Edition 2nd Publisher Edward Elgar Publishing Ltd GE_Item_ID:161858583; About Us
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