Title: Handbook of business-to-business marketing /
Authors: Lilien, Gary L., 1946-; Grewal, Rajdeep
Publisher: Edward Elgar,
Year: 2012
Subjects: Industrial marketing; Industrial marketing Handbooks, manuals, etc.
Abstract: 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--from businesses to government agencies to not-for-profit organizations--and the many individuals within them.
Contents: pt. 1. Introduction and overview -- part 2. Perspectives in B2B research -- part 3. B2B marketing mix and strategy -- part 4. Inter-firm relationships in B2B markets -- part 5. Personal selling and sales management -- part 6. Technology and B2B marketing -- part 7. Methodological issues.