Handbook of business-to-business marketing

Contributor(s):

Material type: Text

TextPublication details: Edward Elgar Publishing Limited Cheltenham 2023Edition: 2ndDescription: xxii, 690pISBN:

9781803923611

Subject(s):

DDC classification:

658.804 LIL

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)

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Holdings
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	Checked out	01/20/2025	006095

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Previous	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 MUR Case studies in B2B marketing	658.804 OCO B2B.com: cashing-In on the business-to-business e-commerce Bonanza	658.804 SEE B2B marketing:	Next

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)

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