Handbook of business to business marketing 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. Comprising 38 chapters written by internationally renowned scholars this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business to business marketing marketing mix and strategy interfirm relationships personal selling and sales management technology marketing and methodological issues central to business to business markets. Published in conjunction with Penn State’s Institute for the Study of Business Markets this extensive volume will expand research and teaching in business to business marketing in academia and will improve the practice of business to business marketing for firms in the industry. 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.