A High-Level Overview: A Value Perspective on the Practice of Business-to-Business Marketing

Author(s): Ralph Oliva

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

The goal of this chapter is to provide an overview of the practice of B2B marketing for practitioners and outline the research issues for academics researching the field. After setting the stage and some foundation principles behind the practice, the chapter is organized following a framework developed in the ISBM: the Value Delivery Framework. 
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