Business-to-business marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage
2007
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Advanced marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIX, 359 S. Ill., graph. Darst. |
| ISBN: | 141291969X 9781412919692 9781412919708 |
Internformat
MARC
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| 245 | 1 | 0 | |a Business-to-business marketing |c Ross Brennan ; Louise Canning ; Raymond McDowell |
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Datensatz im Suchindex
| _version_ | 1804136231000342528 |
|---|---|
| adam_text | Contents
Acknowledgements
List of Figures
List of Tables
Abbreviations
Preface
Companion website
1
Introduction
The Nature of Business Markets
Business Markets: Defining Characteristics
Market structure differences
Buying behaviour differences and marketing practice differences
Classifying Business Products and Markets
Case study: Snapshots of the steel industry
2
Introduction
Organizational Factors Affecting Purchasing Decisions
The nature of company business
Business strategy
Purchasing orientation
Purchase Process
Decision-making
Variations in the purchase process
Buying Teams
The effect of risk on buying teams
Business Buying and the Individual Manager
Personal factors
The purchasing professional
The Effect of Information Technology on Purchase Behaviour
Communicating with external markets
Auctions
Catalogue purchasing
vi
Internal coordination of buying activities
bvter-and intra-firm coordination
Case study: Getting wired can make a supply
manager s life more manageable
Inter-firm Relationships and Networks
Introduction
Inadequacies of Traditional Approaches to
Busines
Matching the Uncertainties and Abilities of Both Parties
Customers face uncertainties
Supplier abilities can reduce customer uncertainties
Customer abilities can reduce supplier uncertainties
Relationship Theories and Variables
Exchange risk and its management
Allocating exchange costs
Dealing with relative power dependence
The social dimensions of relationships
Business marketing: an interaction perspective
Business Marketing as Network Analysis
and Management
Beyond relationships to the network
Network analysis to establish current position
Initiating changes towards a new network position
Case study: Surface Inspection
tile after tile after tile
Business-to-Business Marketing Strategy
Introduction
The meaning of strategy
The Purpose of Strategy: Value and Value Creation
Customer value
Supplier value
Customer lifetime value, a.k.a. supplier value
Relationship value
Approaches to Strategy
The rational planning approach
The resource-based view
Strategy as the management of relationships and networks
Ethics and Corporate Social Responsibility
Managerial egoism
Utilitarianism
Deontological ethics
Virtue ethics
New Technology and Business Marketing Strategy
Case study: The Carbon Trust 111
Contents
5
Introduction
The Value of Marketing Information
Market Research and the Nature of Business Markets
Research Fundamentals in Business-to-Business Markets
Sampling and sampling frames
Response rates
Standard Industrial Classification
Using Market Research Agencies
The client-agency relationship in business markets
Secondary Research in Business Markets
The importance and usefulness of secondary research
Using the Internet in business-to-business research
Case study: Dun
Appendix
Appendix
6
Introduction
Principles and Value of Segmentation
Segmentation process
Segmentation Bases
Firmographics
Operating variables
Purchasing approach
Where to Stop? Successful Segmentation
Targeting
Target selection
Targeting strategy
Business-to-Business Positioning
Case study: Segmenting the market for Wavin Plastics
7
Introduction
Integrated Communication Strategy
Communications objectives
Communications mix
Budgeting
Advertising
Advertising strategy
Sales Promotion
Trade Missions and Trade Shows/Exhibitions
Trade missions
Trade shows and exhibitions
Public Relations
Case study: The serious business of football in China
viii Contents
8
Introduction
Direct Marketing
Direct marketing campaigns
Personal Selling
Sales responsibilities and people
The Relationship Communication Process
Acquiring new customers and winning orders
Relationship building
Coordinating Relationship Communication
Inter-firm
Intra-firm (vendor perspective)
Relationship promoters
Controlling Relationship Communication
Case study: Coordination in high-tech companies
9
Introduction
Principles of Portfolio Management
The Relationship Classification Process
Classification Criteria: More Easily Observed
Sales
Profits
Cost savings
Relationship age
Classification Criteria: Less Easily Observed
Replaceability of a customer
Use of critically important products or processes
Shared vision of the future
A source of learning for the company
The supplier s share of customers purchases
Short-term advantage-taking
Combining Classification Variables to Produce
Varied Clusters
Relationship Life Cycles
Relationship stages
Value of the relationship life cycle concept
Case study: Reseller relationship portfolio
management at O,
10
Introduction
Business-to-Business Product Offerings
Strategic Tools for Managing Product Offerings
Managing product offerings using the life cycle concept
Managing offerings using portfolio analysis
Contents
New
New
New product offering development process
Case study: Trolley s up for Clares
11
Introduction
One More Time: Exchanges in Business Markets
Reaching and Satisfying Customers: Third-Party Involvement
Bespoke/complex offerings
Uniform product offerings
From single to multiple routes to market
Improving Channel Performance
Customer expectations
The rethinking of value/distribution chain activities
Coordination: the contribution of IT
Case study: Routes to market in the toys and games industry
12
Introduction
Costs, Customers and Competitors
Costs and break-even analysis
Customers and demand analysis
Competitor analysis
Pricing: Strategy and Organization
Price positioning
The pricing plan and the pricing committee
Intra-organizational aspects of pricing
Relational Aspects of Business-to-Business Pricing
The pricing effects of long-term buyer-supplier relationships
Supply chain pricing
Bid Pricing
Types of bidding process: four basic auction mechanisms
Internet auctions
Bidding decisions
Ethical Aspects of Business-to-Business Pricing
Pricing
Responding to ethical issues in pricing
Index
|
| adam_txt |
Contents
Acknowledgements
List of Figures
List of Tables
Abbreviations
Preface
Companion website
1
Introduction
The Nature of Business Markets
Business Markets: Defining Characteristics
Market structure differences
Buying behaviour differences and marketing practice differences
Classifying Business Products and Markets
Case study: Snapshots of the steel industry
2
Introduction
Organizational Factors Affecting Purchasing Decisions
The nature of company business
Business strategy
Purchasing orientation
Purchase Process
Decision-making
Variations in the purchase process
Buying Teams
The effect of risk on buying teams
Business Buying and the Individual Manager
Personal factors
The purchasing professional
The Effect of Information Technology on Purchase Behaviour
Communicating with external markets
Auctions
Catalogue purchasing
vi
Internal coordination of buying activities
bvter-and intra-firm coordination
Case study: Getting wired can make a supply
manager's life more manageable
Inter-firm Relationships and Networks
Introduction
Inadequacies of Traditional Approaches to
Busines
Matching the Uncertainties and Abilities of Both Parties
Customers face uncertainties
Supplier abilities can reduce customer uncertainties
Customer abilities can reduce supplier uncertainties
Relationship Theories and Variables
Exchange risk and its management
Allocating exchange costs
Dealing with relative power dependence
The social dimensions of relationships
Business marketing: an interaction perspective
Business Marketing as Network Analysis
and Management
Beyond relationships to the network
Network analysis to establish current position
Initiating changes towards a new network position
Case study: Surface Inspection
tile after tile after tile
Business-to-Business Marketing Strategy
Introduction
The meaning of strategy
The Purpose of Strategy: Value and Value Creation
Customer value
Supplier value
Customer lifetime value, a.k.a. supplier value
Relationship value
Approaches to Strategy
The rational planning approach
The resource-based view
Strategy as the management of relationships and networks
Ethics and Corporate Social Responsibility
Managerial egoism
Utilitarianism
Deontological ethics
Virtue ethics
New Technology and Business Marketing Strategy
Case study: The Carbon Trust 111
Contents
5
Introduction
The Value of Marketing Information
Market Research and the Nature of Business Markets
Research Fundamentals in Business-to-Business Markets
Sampling and sampling frames
Response rates
Standard Industrial Classification
Using Market Research Agencies
The client-agency relationship in business markets
Secondary Research in Business Markets
The importance and usefulness of secondary research
Using the Internet in business-to-business research
Case study: Dun
Appendix
Appendix
6
Introduction
Principles and Value of Segmentation
Segmentation process
Segmentation Bases
Firmographics
Operating variables
Purchasing approach
Where to Stop? Successful Segmentation
Targeting
Target selection
Targeting strategy
Business-to-Business Positioning
Case study: Segmenting the market for Wavin Plastics
7
Introduction
Integrated Communication Strategy
Communications objectives
Communications mix
Budgeting
Advertising
Advertising strategy
Sales Promotion
Trade Missions and Trade Shows/Exhibitions
Trade missions
Trade shows and exhibitions
Public Relations
Case study: The serious business of football in China
viii Contents
8
Introduction
Direct Marketing
Direct marketing campaigns
Personal Selling
Sales responsibilities and people
The Relationship Communication Process
Acquiring new customers and winning orders
Relationship building
Coordinating Relationship Communication
Inter-firm
Intra-firm (vendor perspective)
Relationship promoters
Controlling Relationship Communication
Case study: Coordination in high-tech companies
9
Introduction
Principles of Portfolio Management
The Relationship Classification Process
Classification Criteria: More Easily Observed
Sales
Profits
Cost savings
Relationship age
Classification Criteria: Less Easily Observed
Replaceability of a customer
Use of critically important products or processes
Shared vision of the future
A source of learning for the company
The supplier's share of customers' purchases
Short-term advantage-taking
Combining Classification Variables to Produce
Varied Clusters
Relationship Life Cycles
Relationship stages
Value of the relationship life cycle concept
Case study: Reseller relationship portfolio
management at O,
10
Introduction
Business-to-Business Product Offerings
Strategic Tools for Managing Product Offerings
Managing product offerings using the life cycle concept
Managing offerings using portfolio analysis
Contents
New
New
New product offering development process
Case study: Trolley's up for Clares
11
Introduction
One More Time: Exchanges in Business Markets
Reaching and Satisfying Customers: Third-Party Involvement
Bespoke/complex offerings
Uniform product offerings
From single to multiple routes to market
Improving Channel Performance
Customer expectations
The rethinking of value/distribution chain activities
Coordination: the contribution of IT
Case study: Routes to market in the toys and games industry
12
Introduction
Costs, Customers and Competitors
Costs and break-even analysis
Customers and demand analysis
Competitor analysis
Pricing: Strategy and Organization
Price positioning
The pricing plan and the pricing committee
Intra-organizational aspects of pricing
Relational Aspects of Business-to-Business Pricing
The pricing effects of long-term buyer-supplier relationships
Supply chain pricing
Bid Pricing
Types of bidding process: four basic auction mechanisms
Internet auctions
Bidding decisions
Ethical Aspects of Business-to-Business Pricing
Pricing
Responding to ethical issues in pricing
Index |
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| illustrated | Illustrated |
| index_date | 2024-07-02T16:35:34Z |
| indexdate | 2024-07-09T20:53:06Z |
| institution | BVB |
| isbn | 141291969X 9781412919692 9781412919708 |
| language | English |
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| spelling | Brennan, Ross Verfasser aut Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell 1. publ. Los Angeles [u.a.] Sage 2007 XIX, 359 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advanced marketing series Industrial marketing Industrial marketing Case studies Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Business-to-Business-Marketing (DE-588)4631075-7 s DE-604 Marketing (DE-588)4037589-4 s Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s Direktmarketing (DE-588)4012421-6 s b DE-604 Canning, Louise Verfasser aut McDowell, Raymond Verfasser aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015450719&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Brennan, Ross Canning, Louise McDowell, Raymond Business-to-business marketing Industrial marketing Industrial marketing Case studies Beziehungsmanagement (DE-588)4326109-7 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Direktmarketing (DE-588)4012421-6 gnd Marketing (DE-588)4037589-4 gnd Kundenmanagement (DE-588)4236865-0 gnd |
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| title | Business-to-business marketing |
| title_auth | Business-to-business marketing |
| title_exact_search | Business-to-business marketing |
| title_exact_search_txtP | Business-to-business marketing |
| title_full | Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell |
| title_fullStr | Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell |
| title_full_unstemmed | Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell |
| title_short | Business-to-business marketing |
| title_sort | business to business marketing |
| topic | Industrial marketing Industrial marketing Case studies Beziehungsmanagement (DE-588)4326109-7 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Direktmarketing (DE-588)4012421-6 gnd Marketing (DE-588)4037589-4 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Industrial marketing Industrial marketing Case studies Beziehungsmanagement Business-to-Business-Marketing Direktmarketing Marketing Kundenmanagement Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015450719&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT brennanross businesstobusinessmarketing AT canninglouise businesstobusinessmarketing AT mcdowellraymond businesstobusinessmarketing |