Handbook on Business to Business Marketing is popular PDF and ePub book, written by Gary L. Lilien in 2012-01-01, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Handbook on Business to Business Marketing can be Read Online from any device for your convenience.
Handbook on Business to Business Marketing Book PDF 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 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.
Detail Book of Handbook on Business to Business Marketing PDF
- Author : Gary L. Lilien
- Release : 01 January 2012
- Publisher : Edward Elgar Publishing
- ISBN : 9781781002445
- Genre : Business & Economics
- Total Page : 801 pages
- Language : English
- PDF File Size : 17,5 Mb
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