手册的b2b马rketing

2nd edition

Research Handbooks in Business and Management series

Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US

This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive 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.

‘This Handbook is essential reading for any scholar or manager who is a serious student of B2B marketing – comprehensive, authoritative, and well structured. It is destined to be a classic.’
– Bernard Jaworski, Claremont Graduate University, US

‘A comprehensive and insightful resource on business-to-business marketing from a galaxy of academic stars! This Handbook will illuminate the path for business marketers for many years to come.’
– Mohanbir Sawhney, Northwestern University, US