Hardback
企业营销手册
2nd edition
9781800376861 Edward Elgar Publishing
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.
More Information
Critical Acclaim
Contributors
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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 business-to-business 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 business-to-business 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.
Published in conjunction with Penn State’s Institute for the Study of Business Markets, this extensive Handbook will expand research and teaching on business-to-business 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 business-to-business 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.
Critical Acclaim
‘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
– 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
Contributors
Contributors include: Michael Ahearne, Molly Ahearne, Sönke Albers, Ankit Anand, Ranjan Banerjee, Joshua T. Beck, Mark Bergen, Torsten Bornemann, Douglas Bowman, Steven P. Brown, Frank V. Cespedes, Jennifer D. Chandler, Rajesh K. Chandy, Natalie Chisam, Robert G. Cooper, George S. Day, Andrew Donsbach, Shantanu Dutta, Michael Ehret, Liam Fahey, Hui Feng, Øystein D. Fjeldstad, Mrinal Ghosh, Srinath Gopalakrishna, Rajdeep Grewal, Abbie Griffin, Mahima Hada, Ernan Haruvy, Tushmit M. Hasan, Dominik Hettich, Sandy D. Jap, Erich Joachimsthaler, George John, Wesley J. Johnston, Kevin Lane Keller, Philip Kotler, V. Kumar, Son K. Lam, G.L. Lilien, Sally E. Lorimer, Murali K. Mantrala, Detelina Marinova, Neil A. Morgan, Anne Olderog, Ralph A. Oliva, Robert W. Palmatier, J.A. Petersen, Jaideep C. Prabhu, Sourav Ray, Werner Reinartz, Alberto Sa Vinhas, Alok R. Saboo, Iman Sadeghi, Lisa K. Scheer, Venkatesh Shankar, Jagdip Singh, Prabhakant Sinha, Rebecca J. Slotegraaf, Raji Srinivasan, Gerard J. Tellis, Robert J. Thomas, Christophe Van den Bulte, Rajan Varadarajan, Sriram Venkataraman, Rajkumar Venkatesan, Kenneth H. Wathne, S. Wuyts, Andris A. Zoltners
