Business-to-business marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage
2011
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | SAGE advanced marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Previous ed.: 2007. - Includes bibliographical references and index |
| Beschreibung: | XXI, 386 S. Ill., graph. Darst. 25 cm |
| ISBN: | 1849201552 1849201560 9781849201551 9781849201568 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804143828407418880 |
|---|---|
| adam_text | IMAGE 1
CONTENTS
ACKNOWLEDGEMENTS XII
LIST OF FIGURES XIII
LIST OF TABLES XV
LIST OF ABBREVIATIONS XVII
PREFACE TO THE SECOND EDITION XVIII
COMPANION WEBSITE XX
PART I: FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETING 1
1 BUSINESS-TO-BUSINESS MARKETS AND MARKETING 3
LEARNING OUTCOMES 3
INTRODUCTION 3
THE NATURE OF BUSINESS MARKETS 5
BUSINESS MARKETS: DEFINING CHARACTERISTICS 10
MARKET STRUCTURE DIFFERENCES 12
BUYING BEHAVIOUR DIFFERENCES AND MARKETING PRACTICE DIFFERENCES 19
CLASSIFYING BUSINESS PRODUCTS AND MARKETS 19
CHAPTER SUMMARY 22
QUESTIONS FOR DISCUSSION 23
CASE STUDY: ROLLS-ROYCE GROUP PIC 23
FURTHER READING 25
2 BUYER BEHAVIOUR 27
LEARNING OUTCOMES 27
INTRODUCTION 27
ORGANIZATIONAL FACTORS AFFECTING PURCHASING DECISIONS 28 THE NATURE OF
COMPANY BUSINESS 28
BUSINESS STRATEGY 31
PURCHASING ORIENTATION 32
SEGMENTING PURCHASE CATEGORIES 35
MARKETING IMPLICATIONS OF A CUSTOMER S PURCHASING ORIENTATION 35
IMAGE 2
VI CONTENTS
PURCHASE PROCESS 37
DECISION-MAKING 37
VARIATIONS IN THE PURCHASE PROCESS 38
BUYING TEAMS 43
THE EFFECT OF RISK ON BUYING TEAMS 44
BUSINESS BUYING AND THE INDIVIDUAL MANAGER 45
PERSONAL FACTORS 45
THE PURCHASING PROFESSIONAL 46
THE EFFECT OF INFORMATION TECHNOLOGY ON PURCHASE BEHAVIOUR 47
COMMUNICATING WITH EXTERNAL MARKETS 47
AUCTIONS 48
CATALOGUE PURCHASING 51
INTERNAL COORDINATION OF BUYING ACTIVITIES 52
INTER- AND INTRA-FIRM COORDINATION 52
CHAPTER SUMMARY 53
QUESTIONS FOR DISCUSSION 54
CASE STUDY: GETTING WIRED CAN MAKE A SUPPLY MANAGER S LIFE MORE
MANAGEABLE 54
FURTHER READING 56
NOTE 57
INTER-FIRM RELATIONSHIPS AND NETWORKS 58
LEARNING OUTCOMES 58
INTRODUCTION 58
INADEQUACIES OF TRADITIONAL APPROACHES TO BUSINESS MARKETING 59 MATCHING
THE UNCERTAINTIES AND ABILITIES OF BOTH PARTIES 61 CUSTOMERS FACE
UNCERTAINTIES 62
SUPPLIER ABILITIES CAN REDUCE CUSTOMER UNCERTAINTIES 63 CUSTOMER
ABILITIES CAN REDUCE SUPPLIER UNCERTAINTIES 63 RELATIONSHIP THEORIES AND
VARIABLES 65
EXCHANGE RISK AND ITS MANAGEMENT 65
ALLOCATING EXCHANGE COSTS 68
DEALING WITH RELATIVE POWER DEPENDENCE 69
THE SOCIAL DIMENSIONS OF RELATIONSHIPS 70
BUSINESS MARKETING: AN INTERACTION PERSPECTIVE 71
BUSINESS MARKETING AS NETWORK ANALYSIS AND MANAGEMENT 79 BEYOND
RELATIONSHIPS TO THE NETWORK 79
NETWORK ANALYSIS TO ESTABLISH CURRENT POSITION 80
INITIATING CHANGES TOWARDS A NEW NETWORK POSITION 81 CHAPTER SUMMARY 82
QUESTIONS FOR DISCUSSION 83
CASE STUDY: SURFACE INSPECTION - ENSURING QUALITY, TILE AFTER TILE AFTER
TILE 83
FURTHER READING 86
IMAGE 3
CONTENTS VII
PART II: BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGY 87
4 BUSINESS-TO-BUSINESS MARKETING STRATEGY 89
LEARNING OUTCOMES 89
INTRODUCTION 89
STRATEGY: MEANING AND PROCESS 91
THE PURPOSE OF STRATEGY: VALUE AND VALUE CREATION 93
CUSTOMER VALUE: GIVE-GET DEFINITIONS 94
CUSTOMER VALUE: MEANS-END CHAIN DEFINITION 96
PERCEIVED CUSTOMER VALUE FOR AN ORGANIZATION 97
CUSTOMER LIFETIME VALUE 98
RELATIONSHIP VALUE 98
APPROACHES TO STRATEGY 99
THE RATIONAL PLANNING APPROACH 99
THE RESOURCE-BASED VIEW 100
STRATEGY AS THE MANAGEMENT OF RELATIONSHIPS AND NETWORKS 103 ETHICS,
CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY 105 MANAGERIAL EGOISM
106
UTILITARIANISM 106
DEONTOLOGICAL ETHICS 107
VIRTUE ETHICS 110
SUSTAINABILITY 110
NEW TECHNOLOGY AND BUSINESS MARKETING STRATEGY 111 CHAPTER SUMMARY 113
QUESTIONS FOR DISCUSSION 114
CASE STUDY: THE CARBON TRUST 114
FURTHER READING 117
5 RESEARCHING BUSINESS-TO-BUSINESS MARKETS 118
LEARNING OUTCOMES 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 CHAPTER SUMMARY 135
IMAGE 4
VIII CONTENTS
QUESTIONS FOR DISCUSSION CASE STUDY: DUN & BRADSTREET FURTHER READING
APPENDIX 1: THE UK STANDARD INDUSTRIAL CLASSIFICATION (2007)
BUSINESS MARKET SEGMENTATION LEARNING OUTCOMES INTRODUCTION PRINCIPLES
AND VALUE OF SEGMENTATION
SEGMENTATION PROCESS SEGMENTATION BASES FIRMOGRAPHICS
OPERATING VARIABLES PURCHASING APPROACH SITUATIONAL FACTORS PERSONAL
CHARACTERISTICS OF BUYERS WHERE TO STOP? SUCCESSFUL SEGMENTATION
TARGETING
TARGET SEGMENT SELECTION TARGETING STRATEGY BUSINESS-TO-BUSINESS
POSITIONING CHAPTER SUMMARY QUESTIONS FOR DISCUSSION CASE STUDY:
SEGMENTING THE MARKET FOR WAVIN PLASTICS FURTHER READING
III: COMMUNICATING AND INTERACTING WITH CUSTOMERS
MARKET COMMUNICATION LEARNING OUTCOMES INTRODUCTION BUSINESS BRANDS
MEANING AND RELEVANCE IN BUSINESS MARKETS IDENTITY, IMAGE, REPUTATION
BRAND ARCHITECTURE: PRODUCT OR COMPANY BRAND COMMUNICATION INTEGRATED
COMMUNICATION STRATEGY
COMMUNICATIONS OBJECTIVES COMMUNICATIONS MIX BUDGETING ADVERTISING
ADVERTISING STRATEGY SALES PROMOTION TRADE MISSIONS AND TRADE
SHOWS/EXHIBITIONS PUBLIC RELATIONS
136 137 141 142
144 144 144 145
147 147 148 152
154 157 158
158 160 160 161
163 164 165 165
167
169
171 171 171 172 172
173 174 175 175 177 .179
180 181 182 187
188 197
IMAGE 5
CHAPTER SUMMARY
QUESTIONS FOR DISCUSSION CASE STUDY: BEING FASHION SMART FURTHER READING
8 RELATIONSHIP COMMUNICATION LEARNING OUTCOMES INTRODUCTION DIRECT
MARKETING
DIRECT MARKETING CAMPAIGNS DIRECT MAIL TELEMARKETING PERSONAL SELLING
SALES RESPONSIBILITIES AND PEOPLE THE RELATIONSHIP COMMUNICATION PROCESS
HANDLING LEADS AND PROSPECTIVE CUSTOMERS CALL PREPARATION SELLING ORDER
FULFILMENT RELATIONSHIP BUILDING CULTURE COORDINATING RELATIONSHIP
COMMUNICATION INTER-FIRM INTRA-FIRM (VENDOR PERSPECTIVE)
RELATIONSHIP PROMOTERS CONTROLLING RELATIONSHIP COMMUNICATION CHAPTER
SUMMARY QUESTIONS FOR DISCUSSION CASE STUDY: COORDINATION IN HI-TECH
COMPANIES FURTHER READING
9 RELATIONSHIP PORTFOLIOS AND KEY ACCOUNT MANAGEMENT LEARNING OUTCOMES
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
CONTENTS IX
198 199 200 201
203 203 203 204 204 205 205 206 207 209 210 212 212 215 216 218 222 222
225 227 228 230 230 231 233
234 234 234 235
238 240 240
240 243 243 245
245 246 246
IMAGE 6
X CONTENTS
A SOURCE OF LEARNING FOR THE COMPANY 248
THE SUPPLIER S SHARE OF CUSTOMERS PURCHASES 248
SHORT-TERM ADVANTAGE-TAKING 249
COMBINING CLASSIFICATION VARIABLES TO PRODUCE VARIED CLUSTERS 250
RELATIONSHIP LIFE-CYCLES 252
RELATIONSHIP STAGES 252
VALUE OF THE RELATIONSHIP LIFE-CYCLE CONCEPT 255
KEY ACCOUNT MANAGEMENT 256
DEFINING KAM AND THE KAM LIFE-CYCLE 257
IMPLEMENTING KAM 258
KAM: BENEFITS AND RISKS 259
CHAPTER SUMMARY 260
QUESTIONS FOR DISCUSSION 261
CASE STUDY: RESELLER RELATIONSHIP PORTFOLIO MANAGEMENT AT O 2 261
FURTHER READING 264
PART IV: MANAGING MARKETING PROCESSES 265
10 MANAGING PRODUCT OFFERINGS 267
LEARNING OUTCOMES 267
INTRODUCTION 267
BUSINESS-TO-BUSINESS PRODUCT OFFERINGS 268
STRATEGIC TOOLS FOR MANAGING PRODUCT OFFERINGS 270
MANAGING PRODUCT OFFERINGS USING THE LIFE-CYCLE CONCEPT 271 CRITICISMS
OF THE LIFE-CYCLE APPROACH 275
MANAGING OFFERINGS USING PORTFOLIO ANALYSIS 275
MANAGING INNOVATION IN THE BUSINESS-TO-BUSINESS CONTEXT 278 RELEVANCE OF
INNOVATION MANAGEMENT 278
ORGANIZING FOR INNOVATION 279
ROLE OF BUSINESS-TO-BUSINESS RELATIONSHIPS IN INNOVATION MANAGEMENT 280
NEW PRODUCT OFFERING DEVELOPMENT 281
NEW PRODUCT OFFERINGS: AN UNAVOIDABLE RISK 281
NEW PRODUCT OFFERING DEVELOPMENT PROCESS 284
CHAPTER SUMMARY 289
QUESTIONS FOR DISCUSSION 290
CASE STUDY: TROLLEY S UP FOR CLARES MHE 290
FURTHER READING 292
11 ROUTES TO MARKET 293
LEARNING OUTCOMES 293
INTRODUCTION 293
SUPPLY CHAIN MANAGEMENT AND LOGISTICS 294
REACHING AND SATISFYING CUSTOMERS: THIRD-PARTY INVOLVEMENT 296
BESPOKE/COMPLEX OFFERINGS 297
IMAGE 7
CONTENTS XI
UNIFORM PRODUCT OFFERINGS 298
FROM SINGLE TO MULTIPLE ROUTES TO MARKET 301
A PLURALISTIC MULTI-CHANNEL SYSTEM 302
A MONLITHIC MULTI-CHANNEL SYSTEM 303
IMPROVING CHANNEL PERFORMANCE 305
CUSTOMER EXPECTATIONS 305
THE RETHINKING OF VALUE/DISTRIBUTION CHAIN ACTIVITIES 305 COORDINATION:
THE CONTRIBUTION OF IT 307
CHAPTER SUMMARY 316
QUESTIONS FOR DISCUSSION 317
CASE STUDY: ROUTES TO MARKET IN THE TOYS AND GAMES INDUSTRY 317 FURTHER
READING 320
12 PRICE-SETTING IN BUSINESS-TO-BUSINESS MARKETS 321
LEARNING OUTCOMES 321
INTRODUCTION 321
COSTS, CUSTOMERS AND COMPETITORS 322
COSTS AND BREAK-EVEN ANALYSIS 323
CUSTOMERS AND DEMAND ANALYSIS 327
COMPETITOR ANALYSIS 329
PRICING: STRATEGY AND ORGANIZATION 330
PRICE POSITIONING 332
THE PRICING PLAN AND THE PRICING COMMITTEE 333
INTRA-ORGANIZATIONAL ASPECTS OF PRICING 334
RELATIONAL ASPECTS OF BUSINESS-TO-BUSINESS PRICING 336 THE PRICING
EFFECTS OF LONG-TERM BUYER-SUPPLIER RELATIONSHIPS 336 SUPPLY CHAIN
PRICING 337
BID PRICING 338
TYPES OF BIDDING PROCESS: FOUR BASIC AUCTION MECHANISMS 338 INTERNET
AUCTIONS 339
BIDDING DECISIONS 341
ETHICAL ASPECTS OF BUSINESS-TO-BUSINESS PRICING 344
PRICING - COMMON ETHICAL CONCERNS 344
RESPONDING TO ETHICAL ISSUES IN PRICING 346
CHAPTER SUMMARY 348
QUESTIONS FOR DISCUSSION 349
CASE STUDY: COVER PRICING IN THE UK CONSTRUCTION INDUSTRY 349 FURTHER
READING 351
GLOSSARY 352
REFERENCES 362
INDEX 379
|
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| author | Brennan, Ross Canning, Louise McDowell, Raymond |
| author_facet | Brennan, Ross Canning, Louise McDowell, Raymond |
| author_role | aut aut aut |
| author_sort | Brennan, Ross |
| author_variant | r b rb l c lc r m rm |
| building | Verbundindex |
| bvnumber | BV037225571 |
| classification_rvk | QP 600 QP 621 |
| ctrlnum | (OCoLC)731468089 (DE-599)BVBBV037225571 |
| dewey-full | 658.804 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.804 |
| dewey-search | 658.804 |
| dewey-sort | 3658.804 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| genre_facet | Fallstudiensammlung |
| id | DE-604.BV037225571 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:53:52Z |
| institution | BVB |
| isbn | 1849201552 1849201560 9781849201551 9781849201568 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021139359 |
| oclc_num | 731468089 |
| open_access_boolean | 1 |
| owner | DE-188 DE-1028 DE-523 |
| owner_facet | DE-188 DE-1028 DE-523 |
| physical | XXI, 386 S. Ill., graph. Darst. 25 cm |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Sage |
| record_format | marc |
| series2 | SAGE advanced marketing series |
| spelling | Brennan, Ross Verfasser aut Business-to-business marketing Ross Brennan, Louise Canning and Raymond McDowell 2. ed. Los Angeles [u.a.] Sage 2011 XXI, 386 S. Ill., graph. Darst. 25 cm txt rdacontent n rdamedia nc rdacarrier SAGE advanced marketing series Previous ed.: 2007. - Includes bibliographical references and index Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 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 2\p DE-604 Canning, Louise Verfasser aut McDowell, Raymond Verfasser aut DE-601 pdf/application http://www.gbv.de/dms/zbw/634593153.pdf kostenfrei Inhaltsverzeichnis SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021139359&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Brennan, Ross Canning, Louise McDowell, Raymond Business-to-business marketing Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketing (DE-588)4037589-4 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Direktmarketing (DE-588)4012421-6 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4037589-4 (DE-588)4326109-7 (DE-588)4012421-6 (DE-588)4236865-0 (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 and Raymond McDowell |
| title_fullStr | Business-to-business marketing Ross Brennan, Louise Canning and Raymond McDowell |
| title_full_unstemmed | Business-to-business marketing Ross Brennan, Louise Canning and Raymond McDowell |
| title_short | Business-to-business marketing |
| title_sort | business to business marketing |
| topic | Business-to-Business-Marketing (DE-588)4631075-7 gnd Marketing (DE-588)4037589-4 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Direktmarketing (DE-588)4012421-6 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Business-to-Business-Marketing Marketing Beziehungsmanagement Direktmarketing Kundenmanagement Fallstudiensammlung |
| url | http://www.gbv.de/dms/zbw/634593153.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021139359&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT brennanross businesstobusinessmarketing AT canninglouise businesstobusinessmarketing AT mcdowellraymond businesstobusinessmarketing |
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