Advances in Business Marketing & Purchasing

Series Editor: Arch G. Woodside

Recent Volumes:

Volume 7: Advances in Business Marketing and Purchasing

Volume 8: Training Exercises for Improving Sensemaking Skills

Volume 9: Getting Better at Sensemaking

Volume 10: Designing Winning Products

Volume 11: Essays by Distinguished Marketing Scholars of the Society for Marketing Advances

Volume 12: Evaluating Marketing Actions and Outcomes

Volume 13: Managing Product Innovation

Volume 14: Creating and Managing Superior Customer Value

Volume 15: Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises

Volume 16: Organizational Culture, Business-to-Business Relationships, and Interfirm Networks

Volume 17: Interfirm Networks: Theory, Strategy and Behavior

Volume 18: Business-to-Business Marketing Management: Strategies, Cases, and Solutions