Handbook of Business-to-Business Marketing - Couverture rigide

Couverture rigide

ISBN 10 : 1849801428 ISBN 13 : 9781849801423

Editeur : Edward Elgar Publishing Ltd, 2012

Synopsis

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.

A propos du livre

À propos de l?auteur

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US

Détails de l'édition

• Éditeur: Edward Elgar Publishing Ltd
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 1849801428
• ISBN 13: 9781849801423
• Reliure: Relié
• Nombre de pages: 800
• Éditeur: Lilien Gary L., Grewal Rajdeep
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible