Handbook of business-to-business marketing

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Bibliographic Information

Handbook of business-to-business marketing

edited by Gary L. Lilien, J. Andrew Petersen, Stefan Wuyts

E. Elgar, c2022

2nd ed

  • : cased

Available at  / 5 libraries

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Note

"In association with the Institute for the Study of Business Markets"

Includes bibliographical references and index

Description and Table of Contents

Description

This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the 34 chapters is structured to provide perspectives of one B2B problem area both from an academic and a managerial perspective, a state-of-art review and summary, a research agenda for the domain, and implications for practitioners. Published in conjunction with Penn State's Institute for the Study of Business Markets, this extensive Handbook will expand research and teaching on B2B marketing and will improve the practice of B2B marketing for firms in the industry. It summarizes current knowledge about the realm of B2B marketing and addresses the most important unanswered questions there. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the B2B marketing domain. It will also prove an invaluable resource for forward-thinking B2B practitioners who want to be aware of the current state of knowledge in their domains.

Table of Contents

Contents: Preface and acknowledgements for the second edition xix PART I INTRODUCTION AND OVERVIEW 1 Business-to-business marketing: looking back, looking forward 2 Rajdeep Grewal, Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts PART II PERSPECTIVES IN B2B RESEARCH 2 A high-level overview: a value-based perspective on the practice of business-to-business (B2B) marketing 13 Ralph A. Oliva 3 Agency theory and B2B marketing: review and future directions 39 Iman Sadeghi, Ranjan Banerjee, Sourav Ray, Mark Bergen, and Shantanu Dutta 4 Porter meets Williamson in 2021: governance value analysis and its implications in a world of digital technologies 56 Mrinal Ghosh and George John 5 Control and coordination in B2B networks 75 Stefan Wuyts and Christophe Van den Bulte 6 Marketing capabilities for B2B firms 96 Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng 7 Coordinating Marketing and Sales in B2B organizations 117 Frank V. Cespedes 8 Competitor intelligence: enabling B2B marketing strategy 138 Liam Fahey 9 Preparing marketing for greater turbulence 159 George S. Day 10 Business models and B2B governance research 174 Oystein D. Fjeldstad and Kenneth H. Wathne PART III B2B MARKETING MIX AND STRATEGY 11 Business-to-business market segmentation 185 Robert J. Thomas 12 Branding in B2B firms 205 Kevin Lane Keller and Philip Kotler 13 Branding and digital business models 225 Erich Joachimsthaler and Anne Olderog 14 Trade shows in the business marketing communications mix 247 Srinath Gopalakrishna, Gary L. Lilien, and Andrew Donsbach 15 B2B data-driven and value-based pricing strategies, price setting, and price execution 266 Sriram Venkataraman and J. Andrew Petersen PART IV INTERFIRM RELATIONSHIPS IN B2B MARKETS 16 Evolution of the buyer-supplier relationship value chain in business markets 293 Douglas Bowman and Alberto Sa Vinhas 17 Relationship marketing 315 Natalie Chisam, Joshua T. Beck, and Robert W. Palmatier 18 Customer relationship management in business markets 335 Rajkumar Venkatesan, V. Kumar, and Werner Reinartz 19 The complexity of trust in business-to-business relationships 359 Lisa K. Scheer 20 The organizational buying center (OBC): managing complexity for co-creation opportunities 377 Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret 21 Business-to-business relationship foundations of outsourcing: evolution and outlook 393 Wesley J. Johnston, Jennifer D. Chandler, and Michael Ehret PART V PERSONAL SELLING AND SALES MANAGEMENT 22 Myth and reality: boundary spanning work in B2B front lines 409 Jagdip Singh, Detelina Marinova, and Steven P. Brown 23 Key account management 435 Torsten Bornemann and Dominik Hettich 24 Sales force performance: a typology and future research priorities 451 Son K. Lam, Molly Ahearne, and Michael Ahearne 25 Building a winning sales force in B2B markets: a managerial perspective 473 Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer 26 The impact of the Internet on B2B sales force size and structure 493 Murali K. Mantrala and Soenke Albers PART VI INNOVATION AND TECHNOLOGY 27 Key questions on innovation in the B2B context 516 Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu 28 The Stage-Gate (R) system for product innovation in B2B firms 533 Robert G. Cooper 29 Business-to-business (B2B) e-commerce 562 Venkatesh Shankar 30 Auctions and the design of B2B markets 579 Ernan Haruvy and Sandy D. Jap PART VII METHODOLOGICAL ISSUES 31 Qualitative research methods for investigating business-to-business marketing questions 597 Abbie Griffin 32 Marketing metrics for B2B firms 617 Raji Srinivasan and Tushmit M. Hasan 33 Establishing causality in B2B research with a behavioral experimental approach 638 Mahima Hada 34 Empirical approaches for addressing endogeneity in B2B research 655 Alok R. Saboo and Ankit Anand Index

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