Lilien, Gary L. (ed.); Petersen, J. Andrew (ed.); … - 2022 - 2nd edition
"This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state … teaching on business-to-business marketing and will improve the practice of B2B marketing for firms in the industry. It … of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward …