Handbook of Business-to-Business Marketing

Handbook of Business-to-Business Marketing

by Rajdeep Grewal, Gary L. Lilien, Gary L. Lilien, Rajdeep Grewal

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This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations--from businesses to government agencies to not-for-profit organizations--and the many individuals within them.

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