Smeal Professors Edit New Business-to-Business Marketing Handbook
UNIVERSITY PARK, Pa. (March 1, 2012) – Edward Elgar Publishing, in conjunction with the Institute for the Study of Business Markets (ISBM) at the Penn State Smeal College of Business, has published a new book edited by two Smeal professors that explores business-to-business marketing in 38 chapters written by the world's leading scholars in the field.
Handbook of Business-to-Business Marketing, edited by Gary Lilien and Rajdeep Grewal, provides a comprehensive state-of-the-art review of business-to-business marketing. The book provides a broad overview of the field while pioneering new ideas relating to building mutually valuable relationships between organizations—from businesses to government agencies to nonprofits—and the many individuals within them.
The Handbook includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, inter-firm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets.
It is written primarily for academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. In addition, it will also be of interest to forward-thinking practitioners who want to stay abreast of the current state of knowledge in business-to-business marketing.
The ISBM, co-publisher of the Handbook, is the world's leading institution exclusively devoted to business-to-business marketing. Founded in 1983, the ISBM is supported by over 70 major business-to-business firms and is networked with hundreds of academics worldwide.
Handbook of Business-to-Business Marketing is available online at www.e-elgar.com/bookentry_main.lasso?currency=US&id=13964.
About the Editors
Gary Lilien is Distinguished Research Professor of Management Science at the Penn State Smeal College of Business and co-founder and research director at the Institute for the Study of Business Markets. He is the author or co-author of 12 books and more than 100 professional articles focusing on business marketing, marketing engineering, market segmentation, new product modeling, marketing mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling. Lilien holds B.S., M.S., and DES degrees from Columbia University and has received honorary doctorates from Aston University, the University of Ghent, and the University of Liege.
Rajdeep Grewal is the Irving & Irene Bard Professor of Marketing at the Penn State Smeal College of Business and associate research director at the Institute for the Study of Business Markets. His research focuses on empirically modeling strategic marketing issues and has appeared in journals such as the Journal of Marketing, the Journal of Marketing Research, Marketing Science, Management Science, and the Journal of Consumer Psychology, among others. Grewal holds a bachelor's degree from the Indian Institute of Technology, a post graduate diploma in Management (equivalent to an M.B.A.) from the Indian Institute of Management, and a master's degree and Ph.D. from the University of Cincinnati.