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Handbook of Business-to-Business Marketing.

Handbook of Business-to-Business Marketing. 2nd ed. B2Bマーケティング・ハンドブック　第2版

・ISBN 978-1-80037-686-1 2022 hard GB£ 279.00

￥88,387.- (税込) ※（※）価格はご注文時の参考価格となります。
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・ISBN 978-1-80392-361-1 2023 paper GB£ 52.95

￥16,773.- (税込) ※（※）価格はご注文時の参考価格となります。
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著者・編者Lilien, Gary L. / Petersen, Andrew J. / Wuyts, S. (eds.),
シリーズResearch Handbooks in Business and Management
出版社(E. Elgar, UK)
出版年月2022.07
ページ数768 pp.
言語ENG
ニュース番号＜674-576＞

解説

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.