Field guide to case study research in business-to-business marketing and purchasing

• Άλλοι συγγραφείς: Woodside, Arch G., Pattinson, Hugh, Marshall, Roger
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Bingley, U.K. : Emerald, 2014.
• Σειρά: Advances in business marketing & purchasing ; v. 21.
• Θέματα: Business & Economics > Marketing > Industrial.; Sales & marketing.; Industrial marketing > Research.; Purchasing > Research.; Marketing research.

This accessible field guide covers practical steps and contributes to behavioral theory by reporting intricate details on the strategies implemented by business-to-business firms within an inter-firm context. The coverage is deep, broad, and unique--the authors of the 14 papers all adopt the unders...