Handbook of Business-to-Business Marketing: Second Edition (Research Handbooks in Business and Management series) - Image 1

£49.99

Edward Elgar Publishing Handbook of Business-to-Business Marketing: Second Edition (Research Handbooks in Business and Management series)

Name: Handbook of Business-to-Business Marketing: Second Edition (Research Handbooks in Business and Management series)
Brand: Edward Elgar Publishing
Price: 49.99 GBP
Availability: InStock

Economics

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Description

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.

Product Specifications

Brand: Edward Elgar Publishing
Format: paperback
ASIN: 180392361X
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 28 April 2023
Listed Since: 29 January 2023

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Edward Elgar Publishing Handbook of Business-to-Business Marketing: Second Edition (Research Handbooks in Business and Management series)

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