Anindita Chakravarty and Rajdeep Grewal
Gaurav Sabnis and Rajdeep Grewal
Rajdeep Grewal and Gary L. Lilien
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.