Handbook of business-to-business marketing

• Corporate Author: EBSCO Publishing (firma)
• Other Authors: Lilien, Gary L., 1946- (Editor), Grewal, Rajdeep (Editor)
• Format: eBook
• Language: English
• Published: Cheltenham ; Northampton : Edward Elgar, c2012
• Subjects: průmyslový marketing; industrial marketing; příručky; elektronické knihy; handbooks, manuals, etc; electronic books
• ISBN: 9781781002445
• Physical Description: 1 online zdroj (xxii, 772 s.) : il.

Table of Contents:

• pt. 1. Introduction and overview
• pt. 2. Perspectives in B2B research
• pt. 3. B2B marketing mix and strategy
• pt. 4. Inter-firm relationships in B2B markets
• pt. 5. Personal selling and sales management
• pt. 6. Technology and B2B marketing
• pt. 7. Methodological issues