A Strategic Approach to Business Marketing

A Strategic Approach to Business Marketing was edited by Robert E. Spekman and David T. Wilson. This work is a compilation of proceedings presented at a two-day winter workshop in 1984. These papers were presented by eminent academics, engaged in business-to-business (B2B) marketing and research. The papers cover a full array of activities, products, and services that exist within the business sector, not just industrial marketing.