Lilien G Handbook of Business-to-Business Marketing 2ed 2022
General:
Name: Lilien G Handbook of Business-to-Business Marketing 2ed 2022
Format: pdf
Size: 6.71 MB
Book:
Title: Handbook of Business-to-Business Marketing
Author: Gary L. Lilien;Andrew J. Petersen;Stefan Wuyts;
Language: polski
Year: 2022
Subjects: Business, Marketing & Sales, Marketing, Marketing – General & Miscellaneous
Publisher: Edward Elgar Publishing
ISBN: 9781800376861
Total pages: 713
Description:
This second edition of the Handbook of BusinesstoBusiness Marketing provides an updated comprehensive stateoftheart overview of businesstobusiness (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 stateofart 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 pathbreaking 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 forwardthinking B2B practitioners who want to be aware of the current state of knowledge in their domains.
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