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.
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