Table of Contents

Handbook of Business-to-Business Marketing

Handbook of Business-to-Business Marketing

Elgar original reference

Edited by Gary L. Lilien and Rajdeep Grewal

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.

About the editors

Edited by Gary L. Lilien and Rajdeep Grewal

Subjects: business and management, marketing

Extract

Gary L. Lilien is Distinguished Research Professor of Management Science at the Smeal College of Business at Pennsylvania State University, University Park, PA. He is also co-founder and Research Director of the Institute for the Study of Business Markets (ISBM). Previously, Professor Lilien was a member of the faculty at the Sloan School at MIT. He received his bachelor’s, master’s and doctoral degrees from Columbia University. His research interests include B2B marketing, marketing engineering, market segmentation, new product modeling, marketing mix issues for business products, bargaining and negotiations, modeling the industrial buying process, the implementation of marketing science and innovation diffusion modeling. He is the author or co-author of 12 books (including Marketing Models with Philip Kotler, Marketing Engineering and Principles of Marketing Engineering), as well as more than 100 professional articles. He was Departmental Editor, Marketing for Management Science; is on the editorial board of International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, and is Area Editor at Marketing Science. He was Editor-in-Chief of Interfaces for six years. He is the former President and Vice President/Publications for The Institute of Management Sciences. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and received the Kimball Medal for distinguished contributions to the field of operations research. He is an Inaugural Fellow of the European Marketing Academy, VP External Relations for the INFORMS Society for Marketing Science (ISMS) and an Inaugural ISMS Fellow. He sits on the Board of Directors of the...