Business-to-business marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage
2008
|
| Ausgabe: | 1. publ., reprinted |
| 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 |
| 250 | |a 1. publ., reprinted | ||
| 264 | 1 | |a Los Angeles [u.a.] |b Sage |c 2008 | |
| 300 | |a XIX, 359 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804138876814491648 |
|---|---|
| adam_text | Contents
Acknowledgements
χ
List of Figures
xii
List of Tables
xiv
Abbreviations
xvi
Preface
xvii
Companion website
xx
1
Business-to-Business Markets and Marketing
1
Introduction
1
The Nature of Business Markets
2
Business Markets: Defining Characteristics
6
Market structure differences
8
Buying behaviour differences and marketing practice differences
14
Classifying Business Products and Markets
15
Case study: Snapshots of the steel industry
19
2
Buyer Behaviour
24
Introduction
24
Organizational Factors Affecting Purchasing Decisions
25
The nature of company business
25
Business strategy
28
Purchasing orientation
29
Purchase Process
34
Decision-making
34
Variations in the purchase process
35
Buying Teams
39
The effect of risk on buying teams
42
Business Buying and the Individual Manager
42
Personal factors
42
The purchasing professional
43
The Effect of Information Technology on Purchase Behaviour
44
Communicating with external markets
44
Auctions
45
Catalogue purchasing
48
vi
Contents
Internal coordination of buying activities
49
Inter-and intra-firm coordination
49
Case study: Getting wired can make a supply
manager s life more manageable
51
Inter-firm Relationships and Networks
56
Introduction
56
Inadequacies of Traditional Approaches to
Busines
Marketing
57
Matching the Uncertainties and Abilities of Both Parties
59
Customers face uncertainties
59
Supplier abilities can reduce customer uncertainties
60
Customer abilities can reduce supplier uncertainties
61
Relationship Theories and Variables
62
Exchange risk and its management
63
Allocating exchange costs
66
Dealing with relative power dependence
68
The social dimensions of relationships
68
Business marketing: an interaction perspective
70
Business Marketing as Network Analysis
and Management
78
Beyond relationships to the network
78
Network analysis to establish current position
78
Initiating changes towards a new network position
80
Case study: Surface Inspection
-
ensuring quality,
tile after tile after tile
82
Business-to-Business Marketing Strategy
88
Introduction
88
The meaning of strategy
90
The Purpose of Strategy: Value and Value Creation
91
Customer value
92
Supplier value
96
Customer lifetime value, a.k.a. supplier value
97
Relationship value
97
Approaches to Strategy
98
The rational planning approach
98
The resource-based view
99
Strategy as the management of relationships and networks
102
Ethics and Corporate Social Responsibility
104
Managerial egoism
105
Utilitarianism
106
Deontological ethics
106
Virtue ethics
108
New Technology and Business Marketing Strategy
108
Case study: The Carbon Trust 111
Contents
vii
5
Researching Business-to-Business Markets
118
Introduction
118
The Value of Marketing Information
120
Market Research and the Nature of Business Markets
122
Research Fundamentals in Business-to-Business Markets
123
Sampling and sampling frames
123
Response rates
127
Standard Industrial Classification
129
Using Market Research Agencies
131
The client-agency relationship in business markets
132
Secondary Research in Business Markets
134
The importance and usefulness of secondary research
134
Using the Internet in business-to-business research
135
Case study: Dun
&
Bradstreet
137
Appendix
1:
The UK Standard Industrial Classification
(2003) 141
Appendix
2:
Essential B2B intelligence sources
143
6
Business Market Segmentation
148
Introduction
148
Principles and Value of Segmentation
149
Segmentation process
151
Segmentation Bases
151
Firmographics
152
Operating variables
156
Purchasing approach
158
Where to Stop? Successful Segmentation
162
Targeting
164
Target selection
164
Targeting strategy
165
Business-to-Business Positioning
166
Case study: Segmenting the market for Wavin Plastics
168
7
Market Communication
171
Introduction
171
Integrated Communication Strategy
172
Communications objectives
174
Communications mix
176
Budgeting
177
Advertising
178
Advertising strategy
179
Sales Promotion
182
Trade Missions and Trade Shows/Exhibitions
184
Trade missions
184
Trade shows and exhibitions
185
Public Relations
195
Case study: The serious business of football in China
198
viii Contents
8
Relationship Communication
203
Introduction
203
Direct Marketing
204
Direct marketing campaigns
204
Personal Selling
207
Sales responsibilities and people
208
The Relationship Communication Process
210
Acquiring new customers and winning orders
210
Relationship building
218
Coordinating Relationship Communication
219
Inter-firm
220
Intra-firm (vendor perspective)
223
Relationship promoters
225
Controlling Relationship Communication
227
Case study: Coordination in high-tech companies
229
9
Relationship Portfolio Management
234
Introduction
234
Principles of Portfolio Management
235
The Relationship Classification Process
238
Classification Criteria: More Easily Observed
239
Sales
240
Profits
240
Cost savings
243
Relationship age
243
Classification Criteria: Less Easily Observed
245
Replaceability of a customer
245
Use of critically important products or processes
246
Shared vision of the future
246
A source of learning for the company
248
The supplier s share of customers purchases
248
Short-term advantage-taking
248
Combining Classification Variables to Produce
Varied Clusters
249
Relationship Life Cycles
250
Relationship stages
252
Value of the relationship life cycle concept
255
Case study: Reseller relationship portfolio
management at O2
258
10
Managing Product Offerings
263
Introduction
263
Business-to-Business Product Offerings
264
Strategic Tools for Managing Product Offerings
267
Managing product offerings using the life cycle concept
267
Managing offerings using portfolio analysis
271
Contents ix
New
Product
Offering
Development 274
New
product offerings: an unavoidable risk
274
New product offering development process
276
Case study: Trolley s up for Clares
МНЕ
282
11
Routes to Market
286
Introduction
286
One More Time: Exchanges in Business Markets
287
Reaching and Satisfying Customers: Third-Party Involvement
288
Bespoke/complex offerings
289
Uniform product offerings
290
From single to multiple routes to market
292
Improving Channel Performance
296
Customer expectations
296
The rethinking of value/distribution chain activities
297
Coordination: the contribution of IT
299
Case study: Routes to market in the toys and games industry
309
12
Price-Setting in Business-to-Business Markets
316
Introduction
316
Costs, Customers and Competitors
317
Costs and break-even analysis
318
Customers and demand analysis
322
Competitor analysis
324
Pricing: Strategy and Organization
325
Price positioning
327
The pricing plan and the pricing committee
329
Intra-organizational aspects of pricing
330
Relational Aspects of Business-to-Business Pricing
332
The pricing effects of long-term buyer-supplier relationships
332
Supply chain pricing
333
Bid Pricing
334
Types of bidding process: four basic auction mechanisms
334
Internet auctions
334
Bidding decisions
337
Ethical Aspects of Business-to-Business Pricing
339
Pricing
-
common ethical concerns
339
Responding to ethical issues in pricing
342
Index
347
|
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| author | Brennan, Ross Canning, Louise McDowell, Raymond |
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| discipline | Wirtschaftswissenschaften |
| edition | 1. publ., reprinted |
| format | Book |
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| spelling | Brennan, Ross Verfasser aut Business-to-business marketing Ross Brennan ; Louise Canning ; Raymond McDowell 1. publ., reprinted Los Angeles [u.a.] Sage 2008 XIX, 359 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advanced marketing series Direktmarketing (DE-588)4012421-6 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf 1\p (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 Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017353977&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Brennan, Ross Canning, Louise McDowell, Raymond Business-to-business marketing Direktmarketing (DE-588)4012421-6 gnd Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| subject_GND | (DE-588)4012421-6 (DE-588)4236865-0 (DE-588)4037589-4 (DE-588)4631075-7 (DE-588)4326109-7 (DE-588)4522595-3 |
| title | Business-to-business marketing |
| title_auth | Business-to-business marketing |
| title_exact_search | 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 | Direktmarketing (DE-588)4012421-6 gnd Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| topic_facet | Direktmarketing Kundenmanagement Marketing Business-to-Business-Marketing Beziehungsmanagement Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017353977&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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