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ISBM Handbook of Business to Business Marketing

About the Handbook

The ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal, is the definitive work on what we have discovered about B2B marketing that can be used both to inform practice and to determine the most critical research issues that the field currently faces. Each chapter (Titles and Abstracts below) is written by an expert or experts in the domain and provides (1) perspectives of the problem area both from an academic and a managerial perspective (state of theory and state of practice) (2) a concise state-of-the-art review summarizing what we know about the area, (c) managerial implications and (4) a research agenda for the domain.

The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and Amazon.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of a specific chapter, please contact the author or authors directly through their emails included below.

Contents - B2B Handbook

Part 1:  Introduction and Overview

Part 2:  Perspectives in B2B Research

Part 3:  B2B Marketing Mix and Strategy

Part 4:  Interfirm Relationships in B2B Markets

Part 5:  Personal Selling and Sales Management

Part 6:  Technology and B2B Marketing

Part 7:  Methodological Issues

Contact Information

Editor, Gary Lilien

Editor, Rajdeep Grewal

Academic Membership

Stay connected to the Institute's B2B academic community where research is directly applied to business marketing strategies and practices. Learn More

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