Handbook on Business to Business Marketing

Handbook on Business to Business Marketing

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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 A from businesses to government agencies to not-for-profit organizations A 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 StateA•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.ATaamp;T, a mobile phone service provider, enjoyed an exclusive right to offer Apple smart phones for a limited time. ... the exclusive agreement was reported to have significantly enhanced ATaamp;Ta#39;s ability to retain its present customers as well as attract competitorsa#39; customers. ... By focusing its efforts on design and marketing and contracting production to manufacturers, Vizio has been able to sell its LCDanbsp;...

Title:Handbook on Business to Business Marketing
Author:Gary L. Lilien, Rajdeep Grewal
Publisher:Edward Elgar Publishing - 2012-01-01


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