Designing B2B Markets

Handbook of Business-to-Business MarketingErnan Haruvy, School of Management, the University of Texas at Dallas, and Sandy Jap, Goizueta Business School, Emory University

Chapter in Handbook of Business-to-Business Marketing

Haruvy, Ernan, & Jap, Sandy. (2012). Designing B2B Markets. In Gary L. Lilien & Rajdeep Grewal (Eds.), Handbook of Business-to-Business Marketing (639-658). Northhampton, MA: Edward Elgar Publishing, Inc.

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.

Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn State’s Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry.

This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.