Fundamentals of Business Marketing Research

This book series fills a critical void in business-to-business marketing knowledge especially when no resources currently available address the needs of business marketing practitioners and academics looking for breadth and depth of coverage on various issues of research, practice, and education. Books published in this series will foster our understanding of business marketing phenomena and managerial practice around the globe. These books will focus exclusively on topics in business marketing combining impeccable relevance with rigor—and thus aid in cutting-edge knowledge development.