B2B Handbook

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 is written by an expert or experts in the domain and provides

  • perspectives of the problem area both from an academic and a managerial perspective (state of theory and state of practice);
  • a concise state-of-the-art review summarizing what we know about the area;
  • managerial implications; and
  • a research agenda for the domain.

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

If you are a registered user, you can also read the chapters on B2B Pulse.


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, GLilien@psu.edu

Editor, Rajdeep Grewal, Rajdeep_Grewal@kenan-flagler.unc.edu