This insightful Handbook provides a comprehensive state of the art
review of business to business marketing. Comprised of 38 chapters,
written by internationally renowned contributors, each chapter
provides: perspectives of a particular area or issue both from an
academic and a managerial perspective (state of theory and state of
practice); a concise state-of-art review summarizing what we know
about the area; and a research agenda for the domain. 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.
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