[100% OFF] Handbook on Business to Business Marketing Books
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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 Ð from businesses to government agencies to not-for-profit organizations Ð 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 StateÕs 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.
Additional Information:
| Title | : Handbook on Business to Business Marketing |
| Author | : Gary L. Lilien,Rajdeep Grewal |
| Item ID | : nSiEQYBan18C |
| Publisher | : Edward Elgar Publishing |
| Type | : BOOK |
| Format File | : PDF & EPUB |
| Android/iOS | : Install “Google Play Books” |
| Page Count | : 800 |
| Category | : Business & Economics |
| Published Date | : 2012-01-01 |
| Language | : en |
| Isbn 10 | : 1781002444 |
| Isbn 13 | : 9781781002445 |
| Sale Info | : FOR_SALE |
| Price | : 49.8 EUR |
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