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Handbook of Business-to-Business Marketing 2nd edition [Kietas viršelis]

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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 business-to-business 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 business-to-business 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.

Recenzijos

This Handbook is essential reading for any scholar or manager who is a serious student of B2B marketing comprehensive, authoritative, and well structured. It is destined to be a classic. -- Bernard Jaworski, Claremont Graduate University, US A comprehensive and insightful resource on business-to-business marketing from a galaxy of academic stars! This Handbook will illuminate the path for business marketers for many years to come. -- Mohanbir Sawhney, Northwestern University, US

About the editors x
List of contributors
xiii
Preface and acknowledgements for the second edition xxi
PART I INTRODUCTION AND OVERVIEW
1 Business-to-business marketing: looking back, looking forward
2(11)
Rajdeep Grewal
Gary L. Lilien
J. Andrew Petersen
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(26)
Ralph A. Oliva
3 Agency theory and B2B marketing: review and future directions
39(17)
Iman Sadeghi
Ranjan Banerjee
Sourav Ray
Mark Bergen
Shantanu Dutta
4 Porter meets Williamson in 2022: governance value analysis and its implications in a world of digital technologies
56(19)
Mrinal Ghosh
George John
5 Control and coordination in B2B networks
75(21)
Stefan Wuyts
Christophe Van den Bulte
6 Marketing capabilities for B2B firms
96(21)
Neil A. Morgan
Rebecca J. Slotegraaf
Hui Feng
7 Coordinating Marketing and Sales in B2B organizations
117(21)
Frank V. Cespedes
8 Competitor intelligence: enabling B2B marketing strategy
138(21)
Liam Fahey
9 Preparing marketing for greater turbulence
159(15)
George S. Day
10 Business models and B2B governance research
174(11)
Oystein D. Fjeldstad
Kenneth H. Wathne
PART III B2B MARKETING MIX AND STRATEGY
11 Business-to-business market segmentation
185(20)
Robert J. Thomas
12 Branding in B2B firms
205(20)
Kevin Lane Keller
Philip Kotler
13 Branding and digital business models
225(22)
Erich Joachimsthaler
Anne Olderog
14 Trade shows in the business marketing communications mix
247(19)
Srinath Gopalakrishna
Gary L. Lilien
Andrew Donsbach
15 B2B data-driven and value-based pricing strategies, price setting, and price execution
266(27)
Sriram Venkataraman
J. Andrew Petersen
PART IV INTERFIRM RELATIONSHIPS IN B2B MARKETS
16 Evolution of the buyer-supplier relationship value chain in business markets
293(22)
Douglas Bowman
Alberto Sa Vinhas
17 Relationship marketing
315(20)
Natalie Chisam
Joshua T. Beck
Robert W. Palmatier
18 Customer relationship management in business markets
335(24)
Rajkumar Venkatesan
V. Kumar
Werner Reinartz
19 The complexity of trust in business-to-business relationships
359(18)
Lisa K. Scheer
20 The organizational buying center (OBC): managing complexity for co-creation opportunities
377(16)
Wesley J. Johnston
Jennifer D. Chandler
Michael Ehret
21 Business-to-business relationship foundations of outsourcing: evolution and outlook
393(16)
Rajan Varadarajan
PART V PERSONAL SELLING AND SALES MANAGEMENT
22 Myth and reality: boundary spanning work in B2B frontlines
409(26)
Jagdip Singh
Detelina Marinova
Steven P. Brown
23 Key account management
435(16)
Torsten Bornemann
Dominik Hettich
24 Sales force performance: a typology and future research priorities
451(22)
Son K. Lam
Molly Ahearne
Michael Ahearne
25 Building a winning sales force in B2B markets: a managerial perspective
473(20)
Andris A. Zoltners
Prabhakant Sinha
Sally E. Lorinter
26 The impact of the Internet on B2B sales force size and structure
493(23)
Murali K. Mantrala
Sonke Albers
PART VI INNOVATION AND TECHNOLOGY
27 Key questions on innovation in the B2B context
516(17)
Gerard J. Tellis
Rajesh K. Chandy
Jaideep C. Prabhu
28 The Stage-Gate® system for product innovation in B2B firms
533(29)
Robert G. Cooper
29 Business-to-business (B2B) e-commerce
562(17)
Venkatesh Shankar
30 Auctions and the design of B2B markets
579(18)
Ernan Haruvy
Sandy D. Jap
PART VII METHODOLOGICAL ISSUES
31 Qualitative research methods for investigating business-to-business marketing questions
597(20)
Abbie Griffin
32 Marketing metrics for B2B firms
617(21)
Raji Srinivasan
Tushmit M. Hasan
33 Establishing causality in B2B research with a behavioral experimental approach
638(17)
Mahima Hada
34 Empirical approaches for addressing endogeneity in B2B research
655(24)
Alok R. Saboo
Ankit Anand
Index 679
Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, J. Andrew Petersen, Associate Professor of Marketing and Stefan Wuyts, Professor of Marketing, The Pennsylvania State University, US