Handbook of Business-to-Business Marketing [Kietas viršelis]

This volume is published in association with the Institute for the Study of Business Markets (ISBM), founded in 1983, and situated at Pennsylvania State U. where editors Lilien and Grewal are affiliated. They provide an introductory chapter that looks back and forward at a field that used to be called industrial marketing but has expanded to include not just products but also raw materials and services. The field encompasses the study of creating and sustaining relationships among all types of businesses (including non-profits). Thirty-seven chapters contributed by business and management academics are arranged in sections on research, marketing mix and strategy, inter-firm relationships, personal selling and sales management, technology, and methodological issues. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)

This insightful Handbook provides a comprehensive state of the art review of business to business marketing. Comprised of 38 chapters, written by internationally renowned contributors, each chapter provides: perspectives of a particular area or issue both from an academic and a managerial perspective (state of theory and state of practice); a concise state-of-art review summarizing what we know about the area; and a research agenda for the domain. 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.