Handbook of Business-to-Business Marketing
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Handbook of Business-to-Business Marketing

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 21: The Organizational Buying Center: Innovation, Knowledge Management and Brand

Wesley J. Johnston and Jennifer D. Chandler

Extract

21 The organizational buying center: innovation, knowledge management and brand Wesley J. Johnston and Jennifer D. Chandler Management of the organizational buying center (OBC) is among the fastest-changing aspects of contemporary business and mar...

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