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Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing - Couverture rigide

 
9781784410803: Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing
Couverture rigide
ISBN 10 : 1784410802 ISBN 13 : 9781784410803
Editeur : Emerald Group Publishing Limited, 2014

Synopsis

This accessible field guide covers practical steps and contributes to behavioral theory by reporting intricate details on the strategies implemented by business-to-business firms within an inter-firm context. The coverage is deep, broad, and unique - the authors of the 14 papers all adopt the understanding that researchers need direct viewing - 'eyes-on-the-context' - that goes beyond the use of paper-and-pencil 5-pont and 7-point survey items to achieve accurate descriptions of how decisions are made and progress achieved. Following the customary introductory chapter, the titles of the 13 remaining chapters promise the reader new insights and tools to apply when studying B2B contexts. This new volume in the Advances in Business Marketing and Purchasing series is a must for B2B scholars and executives.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This accessible field guide covers practical steps and contributes to behavioral theory by reporting intricate details on the strategies implemented by business-to-business firms within an inter-firm context. The coverage is deep, broad, and unique - the authors of the 14 papers all adopt the understanding that researchers need direct viewing - 'eyes-on-the-context' - that goes beyond the use of paper-and-pencil 5-pont and 7-point survey items to achieve accurate descriptions of how decisions are made and progress achieved. Following the customary introductory chapter, the titles of the 13 remaining chapters promise the reader new insights and tools to apply when studying B2B contexts. This new volume in the Advances in Business Marketing and Purchasing series is a must for B2B scholars and executives.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Emerald Group Publishing Limited
Date d'édition
2014
Langue
anglais
ISBN 10 
1784410802
ISBN 13 
9781784410803
Reliure
Relié
Nombre de pages
350
Éditeur
Woodside Arch G., Pattinson Hugh, Marshall Roger
Coordonnées du fabricant
non disponible
Personne responsable
Parlux SpA
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