This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It … 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 …

Contents: Introduction. The long and winding road to understanding identity theory and marketing -- Americus Reed II …. Religious identity in marketing / Joseph E. Barbour, Naomi Mandel and Adam B. Cohen -- 25. Political ideology: basis for a …"The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins …

-- 12. Issues in cross-national comparisons applied to building theory on informal innovation in SMEs -- 13. Marketing …1. Introduction -- 2. Teaching and research in small business enterprise marketing : a critique and some alternatives … research and teaching synergies in innovation and enterprise -- 9. Action research for enterprise research. -- 10. Case …

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic … field.' - Valarie Zeithaml, UNC Kenan-Flagler Business School, US. The Handbook of Service Marketing Research brings … together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service …

, and brand. The volume helps us understand how and why “places of origin” play an ever greater role in the marketing of …

-of-the-art reviews of Asian business in an expansive range of areas including: business organizations, strategic management, marketing …pt. I. Business strategy and organization -- pt. II. Business and marketing -- pt. III. Business-state relations -- pt …

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is … by established marketing scholars on a range of topics in the area …pt. I. Introduction/foundations -- pt. II. Pricing decisions and marketing mix -- pt. III. Special topics …

Introduction: Marketing in emerging economies / Marin Marinov -- 1. Data collection procedures equivalence in emerging … economy market research / Pervez N. Ghauri and Agnieszka Chidlow -- 2. Globalization, sustainability and marketing of health … care in emerging market economies : doing good while doing well / Van R. Wood -- 3. Marketing accountability in emerging …

Nicholas J. Pendarvis -- 3. Gender east and west: transnational gender theory and global marketing research / Katherine C … marketing and consumer research / Jack Coffin, Christian A. Eichert and Ana-Isabel Nolke -- 13. Gender and intersectionality in … political marketing / Minita Sanghvi -- Index. …