Handbook of Business-to-Business Marketing
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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.
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Chapter 24: Boundary Work and Customer Connectivity in B2B Front Lines

Jagdip Singh, Detelina Marinova and Steven P. Brown

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