Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing (Advances in Business Marketing and Purchasing, 21) - Hardcover

Woodside, Arch

 
9781784410803: Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing (Advances in Business Marketing and Purchasing, 21)
Hardcover
ISBN 10: 1784410802 ISBN 13: 9781784410803
Publisher: Emerald Publishing Limited, 2014

Synopsis

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 understanding that researchers need direct viewing - 'eyes-on-the-context' - that goes beyond the use of paper-and-pencil 5-pont and 7-point survey items to achieve accurate descriptions of how decisions are made and progress achieved. Following the customary introductory chapter, the titles of the 13 remaining chapters promise the reader new insights and tools to apply when studying B2B contexts. This new volume in the Advances in Business Marketing and Purchasing series is a must for B2B scholars and executives.

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About the Author

Arch Woodside - Boston College, USA
Hugh Pattinson - University of Western Sydney
Roger Marshall - Auckland University of Technology

"About this title" may belong to another edition of this title.

Publisher
Emerald Publishing Limited
Publication date
2014
Language
English
ISBN 10 
1784410802
ISBN 13 
9781784410803
Binding
Hardcover
Number of pages
350